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

We welcome suggestions

bsumner@aacc.org

202-420-7678

@SumnerBob