Utilizing Social Media for Journal Content Distribution

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 readers

• Facebook and Twitter

Source: http://www.kevinmd.com/blog/2011/07/twitter-library-field-work-combined.html

Source: http://www.readwriteweb.com/enterprise/2011/07/the-business-impact-of-social-media.php

Enormous potential audience

Why bother?

• The audience is discussing your journal’s material and data (really). By actively participating in social media, your journal can help steer the conversation.

• This is the future of content distribution. Facebook and Twitter are where your material will be discovered.

Initial steps

• Create detailed plan– Cost (FREE)– Paper distribution method– Potential content– Competition

• Expect concerns– Negative feedback?– Adequate interest?

Implementation

• Start following people– Search twitter using terms relevant to your

journal– Find those users discussing your material and

follow– Follow who they follow– Note their interests– Follow competitors: see how they are

distributing their content

What material should be posted?

• Journal material – PAP papers– marketing material– turn your journal into a breaking source of news

• Material found via google reader searches– Relevant blogs

• Material posted by members/contributors• Material your audience would find interesting

posted by the people you follow

Tips on posting material

• Utilize posting applications:– Hootsuite application

• Post to/monitor multiple platforms• URL shrinking/tracking• Post scheduling

• Post titles of journal papers with truncated link to abstract or pdf– If title is >140 characters, use abbreviations or running title

• Emphasize free content in posts• Maintain journal’s scientific integrity

– Avoid controversial material/language, unless in debate format

– All material posted will be associated with your brand

Create a robust timeline

• An effective Twitter feed/Facebook wall has a variety of material that is constantly updated.

• This material should be updated in a staggered manner (don’t post all material at once)

• More material = better chance of showing up in searches and getting retweeted

• Be consistent

Timing

• When should you post your material?– Peak usage time period usually after work

hours, but there are exceptions

• How often should you post it?– More than once?– Dedicated staff member?

Personal Touch

• Update your Twitter avatar/Facebook photo routinely

• Try to tailor your material to both your Twitter feed and Facebook wall

• Answer reader questions and encourage feedback

• Always provide relevant sources for found material

• Don’t make the feeds look automated. People will notice!

Emphasizing free content

Reposting material from members

Posting material relevant to journal readers

Twitter distribution method

Readers discussing journal material

Facebook method

Facebook vs. Twitter

Facebook• Facebook wall does not

necessitate reposted material• Ideal for connecting with

readers and answering questions

• Audience is exponentially larger than twitter

• 330-character posting limit• Multimedia friendly• Facebook ads/promotions can

generate many followers regardless of content

Twitter• Repeat postings can attract

different global audiences• Ideal for distributing a large

amount of material to readers• Smaller audience, but larger

pool of content• 140-character post limit• Only links can be posted• Followers need to be drawn in

with material. Although numbers can be increased by following those who follow you

LinkedIn

• Fit for your content?• Audience = job seekers• LinkedIn Groups: great way to connect

with readers• New features are embracing content

distribution strategies

Is your strategy working?

• Expect a slow initial growth• Follower/Like numbers are not the only

metric• Utilize free analytical software for Twitter• Utilize Facebook insights

Our results

• Clinical Chemistry (est. 1955)• Laboratory medicine journal ~10,000

subscribers• 2010 Impact Factor: 6.886

@Clin_Chem_AACC870 followers

Facebook.com/ClinicalChemistry1740 likes

Twitter follower growth

Source: twittercounter.com

Source: http://crowdbooster.com

Content re-tweeted by users increases impressions

Re-tweeted material

Facebook ‘Likes’ growth

Facebook demographics

Younger audience

37% of users are from United States

Other Facebook Metrics

• People view material posted on the Clinical Chemistry Facebook news feed an average of 840 times per day

• Average 2 new fans per day since inception. 5 new fans per day since January 2011

78 visits in one day to our site via social networks

Creating new traffic

Regional data

Material is accessed globally

Open-access material draws impressive traffic

Promoting the networks

• Information included in print TOC• Links to networks on journal-related blast

emails, staff email signatures• Networks listed on journal homepage (

www.clinchem.org)• Giveaways and Advertisements

Getting members involved

• Their input on your published material is valuable to followers. Great for retweeting

• Adds legitimacy to your timeline (robust!)

Future growth is imminent

“It is very easy to invent reasons for not using Facebook, Twitter or LinkedIn, and to build a case against the social media based on unfounded allegations,” states Peggy McKee, who recruits laboratory personnel in the U.S. Nevertheless, the future is not difficult to predict. The telephone and the Internet are now taken for granted; it is only a matter of time before the social media will also take their rightful place in the office and the laboratory.

Source: http://www.labmanager.com/?articles.view/articleNo/4496/article/Scientists%20&%20the%20Social%20Media

Source: http://www.aaas.org/news/releases/2011/0708dash.shtml?sa_campaign=Internal_Ads/AAAS/RSS_News/2011-07-08/

More future applications

“…the White House wanted to ask what the United States’ technology priorities should be, so Expert Labs put the question on Facebook and Twitter. Within 24 hours, they had received thousands of answers including one from a student who suggested putting textbooks on tablet computers—and another from actor John Cusack, who advocated for the development of a hot tub time machine.”

Rising to prominence in healthcare

“Many physicians find it difficult to see the benefit of social media, notes Dr. Montori. They don’t have much time to spare. But social media can be a time saver. He describes how following people of interest on Twitter helps “crowdsource” his own web browsing. The people he follows send him interesting content and links. “It makes my time online more efficient.”

Source: http://www.newswise.com/articles/social-media-moving-medicine-forward

“It's important for doctors, nurses and other health professionals to understand that Google, Twitter, Facebook and other social media sites, health news and information sites and online patient community sites will not replace them. It's simply a tool that offers additional information, and it allows the conversation to get started between health provider and patient. Doctors, nurses and other health providers need to engage in social media platforms to help educate the health consumer.”

Source: http://www.huffingtonpost.com/barbara-ficarra/social-networking-medicine_b_882128.html?ref=tw

Educating consumers, engaging professionals

Thanks!

• Email: bsumner@aacc.org• Phone: 202-420-7678

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• @clin_chem_AACC• Facebook.com/ClinicalChemistry• @CSEditors• Facebook.com/CouncilofScienceEditors