Social Media Best practices in scholarly publishing

1. Social MediaBest practices in scholarly publishing Cara S Kaufman Kaufman Wills Fusting & Company 14 August 2012 1 June 2012

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4. Objectives • To provide a primer on social media specifically as used in scholarly publishing. • To offer publishers ideas for developing, managing, and measuring the success of their own social media efforts. • To detail the social media efforts and related attitudes of 10 diverse publishers. Kaufman Wills Fusting & Co

5. Definition of social media • Media using technological advancements that enable everyone to connect with real-time information, communicate from miles apart, and have their voices be heard. http://mashable.com/2011/05/03/mashable-social-media-day-2011 Kaufman Wills Fusting & Co

6. The 2 pillars of social media • Content-content-content • Building relationships Kaufman Wills Fusting & Co

7. Just Imagine…If 5% of friends shared a post with 130 friends each time… This is how content goes viral

8. Why care about social media? • On a global scale, social networking usage had surpassed email usage by 2007, and the number of social networking users had surpassed the number of email users by 2009. • http://www.morganstanley.com/institutional/techresearch/pdfs/Internet_Trends_041210.pdf • Bing will integrate information shared on Facebook into its search results. Microsoft: Search is now more than a fact finder—we’re marrying fact-based search results with your friends’ street smarts to combine the best data on the Web with the opinions of the people you trust the most and the collective IQ of the Web. • http://thenextweb.com/microsoft/2011/05/16/bing-launches-massive-new-facebook-integration • It is no longer a choice…business leaders should … systematically review how the Internet allows them to innovate more aggressively and even reinvent their business models to boost growth, performance, and productivity. In particular, businesses should constantly try to identify up-and-coming Internet trends that have the potential to increase the impact of their efforts. • www.eg8forum.com/fr/documents/actualites/mckinsey_and_company-internet_matters.pdf Kaufman Wills Fusting & Co

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10. Adults: 62% vs. 60% - Email vs. social networks • Social networking use among internet users ages 50 and older has nearly doubled, from 22% to 42% from 2009 to 2010 • Half (47%) of internet users ages 50-64 and one-in-four (26%) users ages 65 and older used social networking sites in 2010 • www.pewinternet.org, August 2010 Kaufman Wills Fusting & Co

11. Associations with social media sites • Facebook (43%) • LinkedIn (35%) • YouTube (31%) • Wikipedia (27%) • Blogger (17%) • Generate revenue (21%) • Primarily from sponsorships Kaufman-Wills Group Angerosa Research Foundation, 2009

12. Association uses Wikis Blogs General issue discussions (51%) Conference-related issues (44%) Publication-related issues (32%) Messages from leadership (22%) • Committee collaboration (43%) • Industry- or business-wide encyclopedia (37%) • Education and training (20%) Kaufman-Wills Group Angerosa Research Foundation, 2009

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14. Define what is to be measured before engaging • What is it that we want to change, improve, accomplish? • Engagement • Experience • Offers • Purchase • Subscribe • Defining a clear strategy can help reach goals such as • Increased readership • Sales and renewals • Registrations • Lead generation • Cost reduction • Fewer customer issues • Customer insights Kaufman-Wills Group Secondary source: MarketingProfs.com

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16. How would you measure the value of your phone? Eric Qualman, author of Socialnomics Kaufman-Wills Group But then again

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18. Case reports • Science | AAAS • Am J Nursing | LWW • BMJ Publishing Group • Books | Harvard U Press • Health Affairs | Project Hope • Books | McGraw Hill Professional • Books | OUP • PLoS Blogs Network | PLoS • Journals and books | SAGE • Membership | SIAM Kaufman Wills Fusting & Co

19. Interview questions Kaufman Wills Fusting & Co

20. Impetus for social media efforts • Enthusiasm for social media is contagious • We need to be wherever our audience is • Social media support our mission and extend our brand • Blogs extend our reach, inform and engage our audience, and enrich our publishing program • Social media can help sell our books (maybe) • Social media may help us retain and add members • We started slow but want to grow Kaufman Wills Fusting & Co

21. Current efforts and objectives Kaufman Wills Fusting & Co

22. Target audience • Social media are helping me reach specific markets • Social media can attract a broader audience Kaufman Wills Fusting & Co

23. Market response | metrics • Interest is mounting among users • Mass media matters • Expanding use of metrics Kaufman Wills Fusting & Co

24. Resource requirements • People’s time is the main cost • Desire to further engage staff and outside editor and authors • Technology costs have been relatively minor Kaufman Wills Fusting & Co

25. Return on investment (ROI) • Will social media directly contribute to sales? • Satisfaction with more subjective results • Point at which more formal strategy needed Kaufman Wills Fusting & Co

26. Surprises • Social media are relatively easy to institute • Social media do not hold (current) appeal for some audiences • Social media require ongoing commitment Kaufman Wills Fusting & Co

27. AAAS/Science Magazine Case synopsis Website www.sciencemag.org Facebook www.facebook.com/ScienceMagazine 94,710 likes 4,011 talking about this Twitterhttp://twitter.com/#!/ScienceMagazine 887,000 followers YouTube www.youtube.com/user/ScienceMag Other Science/AAAS sites with social media components: http://sciencecareers.sciencemag.org http://news.sciencemag.org/sciencenow • Branding and community building are front and center of the social media program • Its mission- and membership- driven efforts on Facebook and Twitter have been developed rapidly, gaining high traffic and interaction. • Staff time has proven to be the biggest cost, not technology. Kaufman Wills Fusting & Co

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30. American Journal of Nursing Case synopsis Website http://ajnonline.com Blog http://ajnoffthecharts.com Facebook www.facebook.com/AJNfans 17,336 likes Twitterhttp://twitter.com/#!/amjnurs 14,767 followers • AJN uses Facebook, Twitter, and its blog “Off the Charts” to extend its brand, expand its demographic reach, and meet information needs of nurses wherever they are getting their information. Kaufman Wills Fusting & Co

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32. BMJ Publishing Group Case synopsis Website www.bmj.com/ Rapid responses http://resources.bmj.com/bmj/readers/responding-to-articles 10 to 12 letters/day on average Online community for physicians http://doc2doc.bmj.com/about.html 40,000 registered users Technology provided by Pluck Blogs http://blogs.bmj.com More than 150 blogs Facebook www.facebook.com/bmjdotcom 6,000 likes Twitter http://twitter.com/#!/bmj_latest 42,000 followers YouTube www.youtube.com/user/BMJmedia • Doc2doc provides BMJ with new insights into the kinds of information doctors need and allows them to develop new products with user-generated content. • Publishes more than 100 blogs. Kaufman Wills Fusting & Co

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34. Harvard University Press Case synopsis Website www.hup.harvard.edu Blog http://harvardpress.typepad.com/ Facebook www.facebook.com/pages/Harvard-University-Press/21497951277 23,000 likes Twitter http://twitter.com/#!/Harvard_Press 23,000 followers Scribd www.scribd.com/harvard_press 25,000 followers Youtube www.youtube.com/user/harvardupress • Integrating social media into traditional publicity and bookselling activities. • HUP started with a successful blog, became active on Facebook and Twitter, and now is tying these programs in with a well-designed multimedia program. Kaufman Wills Fusting & Co

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36. Health Affairs Case synopsis Website www.healthaffairs.org Blog http://www.healthaffairs.org/blog >1 million page views/month Facebook www.facebook.com/HealthAffairs 2,600 likes Twitterhttp://twitter.com/#!/Health_Affairs 31,000 followers • Established very popular blog, which has opened new avenues to promoting use of original research to inform health policy. • Has started to use Facebook and Twitter to drive traffic to the journal and the blog, and to help drive users to Health Affairs’ multimedia programs. Kaufman Wills Fusting & Co

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38. McGraw Hill Professional Case synopsis Various individual product and author sites The Wisdom of John Wooden www.facebook.com/CoachJohnWooden >36,000 followers McGraw-Hill Engineering www.facebook.com/McGrawHillProfessional.Engineering Twitter Several product line feeds, such as: McGraw-Hill Business http://twitter.com/#!/mhbusiness 6,700 followers McGraw-Hill Medical http://twitter.com/#!/MHMedical 1,400 followers McGraw-Hill Engineering http://twitter.com/#!/MHengineering 6,700 followers McGraw-Hill Computing http://twitter.com/#!/MHComputing 350 followers Nurse Central http://twitter.com/#!/NurseCentral 2,700 followers • This large college and trade publisher is rolling out Facebook and Twitter programs to engage potential readers of their books in a wide range of disciplines. • MHP has seen faster uptake among users in some areas like nursing than in other areas like computer science. • Facebook has been a big hit for one line of trade books. Kaufman Wills Fusting & Co

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40. Oxford University Press Case synopsis Website www.oup.com Blog http://blog.oup.com/ Facebookwww.facebook.com/OUPAcademic 10,000 likes Twitter http://twitter.com/#!/OUPAcademic 12,000 followers Plus several other Twitter feeds, includinghttp://twitter.com/#!/OxfordJournalshttp://twitter.com/#!/oedonlinehttp://twitter.com/#!/OxfordWords http://twitter.com/#!/OWC_Oxford • Expanding number of blogs, promoted by Facebook and especially Twitter. • Rich content, including several sites related to the Oxford English Dictionary (OED has helped produce some high-profile successes. • OUP also has developed a standardized process for evaluating social media proposals, and is developing a global strategy for social media. Kaufman Wills Fusting & Co

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42. Public Library of Science Case synopsis Website www.plos.org PLoS Blogs Networkhttp://blogs.plos.org Facebook www.facebook.com/PLoS.org 13,000 likes Twitter http://twitter.com/#!/plos 19,000 followers Several others, including @PLoSBlogs @PLoSMedicine @PLoSNature @PLoSBiology • PLoS has launched a very well-received blog site, thanks to its "volunteer army" of contributing bloggers. • PLoS does a lot with metrics to tweak the site and inform editorial decisions. • The blogs helps support the PLoS mission of disseminating scientific information to the public. Kaufman Wills Fusting & Co

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44. SAGE Publications Case synopsis Website www.sagepub.com Bloghttp://sageinsight.wordpress.com http://sageconnection.wordpress.com Facebook Several SAGE journals and books have Facebook community and fan pages:http://www.sagepub.com/social SlideShare www.slideshare.net/sagepublications Community spaces SAGE also has Community Spaces in several topic areas: Crimspace (criminology and criminal justice) www.crimspace.com Communicationspace (media and communication studies) www.thecommunicationspace.com Methodspace (research methods) www.methodspace.com Socialsciencespace (social sciences) www.socialsciencespace.com/register • Developing consistent and effective social media program. • See challenges in initiating and maintaining social media efforts, especially with content experts in so many different academic disciplines. Kaufman Wills Fusting & Co

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46. SIAM Case synopsis Website www.siam.org Blog http://connect.siam.org Facebookwww.facebook.com/SIAMconnect 4,200 likes Twitterhttp://twitter.com/#!/SIAMconnect 1,400 followers LinkedIn www.linkedin.com/groups?gid=904137& 950 members • Using social media to increase membership in general and among specific subgroups such as younger professionals, those working in industry, and those working outside the US. • Saw surprising increase in usage from the start, especially on its Facebook page. Kaufman Wills Fusting & Co

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48. Main takeaways • You need to “be there” • Social media takes intellectual engagement • You need broad organizational support • You need extra latitude for experimentation • Social media can become product extensions and new products • You can achieve a lot without a lot of cash • Social media tools are not under your control • It is too early to tell whether social media will drive sales • What to do with all your new-found popularity might be confounding Kaufman Wills Fusting & Co

49. Additional lessons • The New York Times • The Wall Street Journal • Wired • The Economist • The Atlantic • The Week Kaufman Wills Fusting & Co

50. cara.kaufman@kwfco.com Kaufman Wills Fusting & Co Thank you