O'Neill: Good Connections Are Always Worth Preserving: Publishing and Social Technologies
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Transcript of O'Neill: Good Connections Are Always Worth Preserving: Publishing and Social Technologies
Good Connections Are Always Worth
PreservingThe Publishing Community’s Use of Social Media
Jill O’NeillNISO Webinar, October 16, 2013
On Twitter: jillmwo
First, Some Numbers
“You Want to Tell Me and I’ve no Objection to Hearing it”
Some Statistics (Global Web Index, Second Quarter 2013)• Facebook:
• 1.1 billion monthly active users• 751 million mobile users every month• 189 million mobile only every month
• YouTube• 1 billion unique monthly visitors
• Google+• 359 million monthly active users
• Twitter • 288 million monthly active users
• Pinterest• 10 million monthly active users but fastest growing service
Coming Up Fast
• Launched in 2010, Acquired by Facebook 2012• 150 million monthly active users• Still photos as well as video
• Tumblr
• Launched 2007, Acquired by Yahoo 2013• ~30-50 million monthly active
users with average length of visit being 14 minutes. • Text, quotes, video, audio, photos,
etc.
Why Are Businesses Interested?
• Increased awareness of our organization, products or services among target customers• (Effective users of social media listed this as key benefit (61%))
• More favorable perception of our organization, products or services• (Effective users of social media listed this as key benefit (31%))
• Increase in new business• (Effective users of social media listed this as key benefit (22%))
The New Conversation: Taking Social Media from Talk to Action Harvard Business Review Analytic Services, 2011
Mining The Data (NLM)By examining relevant tweets and other comments, NLM will gain insights to extent of use, context for which information was sought, and effects of various health-related announcements and events on usage patterns including:
• Relative frequency with which various NLM resources are mentioned
• Comparison of NLM mentions with mentions of "competitors“
• Identification of urgent information requests for which NLM could "push" vetted information free of advertising or commercial interest
• Effects of topical health issues such as "mad cow" or West Nile Virus or disasters etc. on use of NLM resources
• Effect of changing NLM's interface design and textual/graphic style on usage by consumers
• Effectiveness of NLM use of social media to distribute health information
• Comparable analyses of other NIH, DHHS and private sector health information sources
• Demographic characteristics of those whose messages are being examined to the extent permitted by privacy regulations.
• Ascertaining public interest in using social media for health-related purpose
• Value of tweets and other messages as teaching tools and change-agents for health-relevant behavior
https://www.fbo.gov/index?id=c3e93d0a23196ef473370c9208f4fb19
Volume of Activity on Social Media by Content Providers
Commerical STM Provider
Commercial STM Provider (Two Divisions)
Content Aggregator Government Agency
Twitter Accounts 117 68 13 14
Facebook Pages 38 49 9 6
LinkedIn Groups 23 10 1 corporate page; 1 group
YouTube Channels 5 2 1 1
Google+ Accounts 5 20 2 2
Blogs 14 2
Social Media: Different Uses, Different Audiences,
Different Formats
“Such a Transformation”
Presence (Blogging)
Combining Social Feeds (Blog, Oxford University Press)
Content for an Elite Brought Into The Mainstream
Presence (Online Networks)
Google Plus Social Network (Elsevier)
Facebook Page (Temple University Press)
Facebook for Single Title Promotion(Yale University Press)
Pinterest (Yale University Press)
Twitter (University of Minnesota Press)
Twitter (Yale University Press)
Twitter (The Lancet)
Twitter (EBSCO)
YouTube (ProQuest)
YouTube Isn’t Just About Training
Tumblr – Brevity and Mobility!
Good Connections: Adapting and Unfolding
“You Were Our Audience and Our Prompter”
Flipboard – Mobile First
Flipboard – Tablet Display
Academia.edu (Scholarly Social Network)
Jellybooks.com (Small Independent Presses)
Rifflebooks.com (Trade-oriented)
Job Qualifications for Social Media Coordinator (2013)• Strong writing, communication, and organizational skills• Some experience in editing and copyediting• Knowledge of major and emerging social media platforms, digital trends, and best
practices• Strong proficiency in Wordpress, Facebook, Twitter, Tumblr, Google Plus, Pinterest,
and working knowledge in other areas of social media• Proficiency in Microsoft Office including Word, Excel, Powerpoint, and Outlook• Basic understanding of HTML • Preferable but not required: Basic understanding of CSS and other web languages• Preferable but not required: Experience with video and audio production
including filming, iMovie, and Final Cut
Audience and Prompter