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AACC’s Presence in Social Media and the Use of Web 2.0
Bob Sumner
Editorial Coordinator
Clinical Chemistry
Social Media
The most efficient method to access media
Hundreds of millions of users: all interests represented (not just pop culture)
number of users continues to grow
More than marketing: Generating interactions with users
Facebook, LinkedIn, and Twitter
AACC’s Social Media Plan
The strategic plan provides a framework to reach the desired end states of:
•A vibrant, recognized, successful and knowledgeable membership •A respected association that meets the needs of its members •An informed patient population that receives high-quality lab services
AACC’s Social Media Plan
AACC’s Social Media Plan
Social media can help address the first desired end state by offering space to help develop a vibrant communityas well as offer compelling content to pull that community back to AACC’s website to help meet their information needs.
Social media can potentially address at least 2 of AACC’s Priority Strategic Initiatives:
•Attract more people to AACC. •Provide leadership in the global community of laboratory professionals.
AACC’s Social Media Plan
Distribution Network
Social Network (Web 2.0) (where people comment about stuff)
(where people get stuff)
Source: http://www.readwriteweb.com/enterprise/2011/07/the-business-impact-of-social-media.php
Enormous potential audience
Source: http://networkedblogs.com/nFjYa
Facebook Like GrowthClinical Chemistry Fan Page: 7/11-7/12
Consistent Growth
Edgerank limits exposure
Source: http://www.kevinmd.com/blog/2011/07/twitter-library-field-work-combined.html
Emphasizing free content
Reposting material from members
Posting material relevant to journal readers
Distribution Metrics July 2011-July 2012
Establishing a network of scientists by following them
Access to valuable opinions of scientists
Alerts these scientists of feed’s existence, encourages a follow back
Scientists on Twitter become a source of content when all other resources have been exhausted
Many authors and contributors are on Twitter
I bet you’re all wondering, what sorts of answers did I get for the questions I tweeted above? How many people inundated me with answers, echoing out across the Twitterverse? Well, I’ll tell you:
Zero.
http://www.benchfly.com/blog/science-in-the-twitterverse/
Adding Social Network traits to Distribution Network
Foster Communication, Collaboration
Further Dissemination of Information
Don’t just create a network, also contribute to others
Show the value of AACC
#AACC12
2012 Annual Meeting Twitter strategy:Monitor discussions held with the official hashtag for the meeting: #AACC12, retweeting relevant material posted by members
Assisting attendees with meeting updates, promotional information
Up-to-the-minute coverage of sessions from CLN twitter feed (@CLN_AACC)
How can you help?
Participate!Comment on blogs, Facebook wall posts, tweets, LinkedIn discussionsFollow AACC’s Twitter accounts
@_AACC@CLN_AACC@Clin_Chem_AACC@LabTestsOnline
Mention AACC (@_AACC) whenever possible (spread the word)Use #AACC12 hashtag to discuss the Annual MeetingLet AACC help promote your science
AACC’s Strategic Planning Project
All AACC employees participating
Goal: to come up with a social media project that can be implemented by AACC
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