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Social Media Tools: Where Are We Now and Do They Work?
Michael T. Clarke, PrincipalClarke Publishing GroupSSP 32nd Annual MeeDngJune 2, 2010 ● San Francisco
CTSNet
• Tools such as Drupal and Ning bring the cost of experimentation down dramatically
• CTNet can now provide sophisticated ways of engaging their community and self-identifying subcommunities (and can generate revenue from industry sponsors who are interested in reaching the subgroups)
• Driving traffic to site via Facebook, Twitter, Myspace, etc.
CTSNet
• No longer worry about content development – packages dialog and discussion around it as a value-add
• Social activities in a social context build community
Science
• Word of mouth on steroids
• Two way communication
• 60K facebook fans, 6000 twitter followers
• 6% of traffic to ScienceNow comes from Facebook & Twitter
• 10K facebook and 4K twitter without doing anything – network effects (how much would it cost to buy that marketing!)
Nature
• Launch of Nature Chemistry – buzz generated by social media
• Share This – share this page with facebook, twitter, etc.
Cold Spring Harbor
• Great for SEO
• Gets links to your article everywhere
• CiteULike, Mendeley, etc.
• David Crotty is a huge social media booster*
* When discussing social media for marketing purposes.
Health Affairs
• Blog content amplifies what is in the journal
• Traffic generator – can exceed even the traffic from Pubmed
Neurosurgery
• Uses blog as SEO tactic, driving traffic to journal Web site
• Spends zero $
• Spends very little time (<8 minutes/day)
• Click-through rate of 20% and growing
Take-Aways
• Social media is a powerful marketing tool
• Tools are cheap and easy to experiment with
• The question as to whether STM community should employ social media tools in the same way that consumer sites do is not an interesting question. “Facebook for scientists” is both a bad idea and a strawman argument.
The StrawmanThe “Social Media Man” argument is a strawman argument as no one (in this room) is proposing that we attempt to replicate consumer social media behavior (e.g. Facebook for scientists) in the STM and scholarly space.
Take-Aways
• HOWEVER – there are applications in STM publishers where it does help scientific workflows
• Astrometry.net – imaging workflows and crowdsourced image aggregation
• Connotea/CiteULike/Mendeley – aid discovery and workgroup sharing
• CTSNet – Share tips and techniques, self-identify and connect
• UniPHY/CTS SciNet – helps locate expertise and career networking
Take-Aways
• Tools are just tools – it depends on how you use them
• How should you apply social media tools to help YOUR community of readers/authors/members/faculty do their work more effectively? There is no stock answer - what works in one community will not in another but likely some of the tools we’ve seen today can be brought to bear to help your stakeholders.
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Michael T. ClarkeClarke Publishing Groupmichael@clarkepublishing.comwww.clarkepublishing.com
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