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O'Neill: Good Connections Are Always Worth Preserving: Publishing and Social Technologies


Good Connections Are Always Worth Preserving: Publishing and Social Technologies by Jill O'Neill, Director of Planning & Communication, NFAIS for the October 16, 2013 NISO Virtual Conference: …

Good Connections Are Always Worth Preserving: Publishing and Social Technologies by Jill O'Neill, Director of Planning & Communication, NFAIS for the October 16, 2013 NISO Virtual Conference: Revolution or Evolution: The Organizational Impact of Electronic Content.

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  • Title of presentation is from Jane Austen as her work was tightly focused on human interactions. it could just as easily have been a quote from librarian Barbara Fister on her blog at Inside Higher Ed this past August, when in writing of social media, she used the phrase : “relationships that live primarily in virtual space and on borrowed time”. But I’m sticking with Jane.
  • Let’s begin with statistics however.
  • A monthly active user is unique registered user, who visits the site at least once in a 30-day period, better metric for gauging the reality of registered users on a platform. YouTube has a billion monthly users and Google very sensibly is harnessing identity on their Google+ network to the commenting functionality on YouTube (kind of a catch-up).
  • This 2011 report actually surveyed all kinds of businesses – not just publishing – but the objectives are valid for pointing up why scholarly publishers pursue use of social media. Concerns about visibility, discovery and influencing perception of the organization, product/service. Last week at the STM Association one-day meeting in Frankfurt, there was a panel focusing on reputation management and engagement featuring major STM publishers such as Wiley, Elsevier, and Nature. Indicative that these publishers grasp the necessity of social media as channel for exchange with their customers/users.
  • But it’s not just corporate entities. All kinds of content providers -- including government agencies -- are interested in social media. Request for quotation on providing text, data-mining software for National Library of Medicine. The interest in social media isn’t just about new forms of communication. For the content provider, it’s also about gaining a better understanding of who the audience is, what they’re saying and thinking. Again, just last week, the statement at last week’s STM meeting was made that those publishers recognized that their communities were increasingly talking about them on social media. They have to engage but esp.they have to listen
  • I think this table is indicative of current levels of involvement. Must remember that in many large organizations with multiple internal divisions, social media activities aren’t centralized. For some entities, social media is handled by marketing departments and could serve different purposes – whether specific geographic market or promotion of specific product line. Also note that there are many individual twitter accounts belonging to staff members of these organizations (and noted as such in their profiles) but which ought not to be viewed as official outlet.
  • Up to this point, this presentation has been heavily text based; but just like the publishers, I’m finding that I need to transform the conversation.
  • Doesn’t look like a traditional blog, but this is laid out to appear to advantage on a tablet. Same characteristics as a blog, visitors can share the content and comment on it as well, collaboratively written by the historians at the National Library of Medicine.
  • Blog entries, Twitter, video (on Vimeo as well as on YouTube), all combined on the OUP blog to attract traffic, visibility. Without this kind of Cross- channel, cross disciplinary approach, it’s hard to sufficiently fuel the site. OUP has also published new content to this venue, such as a recently re-discovered poem by Dorothy Wordsworth. First publication was to this blog on September 16th.
  • Always torn between showing the Downton Abbey entry or the Zombie Apocalypse entry; but both are used to bring forward elite content to the mainstream (who may actually be interested in the content). Not just talking to the elite.
  • As well as maintaining a presence on larger social platforms.
  • This is an instance of a smaller press with perhaps less resources at its disposal taking advantage of Facebook as a means of creating a sense of community and presence on a social network. Just as we saw with OUP’s blog, Temple fuels its presence here with an RSS feed from its Twitter account as well as linking out to other content (such as that item from The New Yorker). For Temple, this is a forum for engagement and they chose the appropriate platform for connecting with their immediate community of students and faculty. Their North Philly Notes blog is frequently aimed more at specialists and like OUP many of the entries are written by Temple authors.  Content providers are generally using more than one platform depending on the target audience and the content itself. It can be illuminating to compare what is posted on several such platforms across two or three days.
  • Note that this press focuses on visual arts and design. Subject matter definitely influences where a press may be most successful with social media. Yale Books (UK arm of the Yale University Press) has great images to support their presence here on Pinterest but their description up there at the top notes particularly the specialties of art and architecture. Presence may be dictated by the strength of a particular Platform and on Pinterest, it’s all about the visuals..
  • Social media is a great leveler of the playing field for smaller entities. Note the number of followers here  8,193 Look who is following the press  W.W. Norton as well as Harvard PressTwitter is for headlines and links (Note that top tweet). I had to drop a slide but Doug Armato who is Executive Director of this Press is himself a master of social media. He engages as himself on Twitter (@noctambulate) and posts about what he’s reading on his own as well as about press titles.
  • Monthly marketing campaign for a particular set of titles within a specific discipline. Note the two Twitter accounts @yalepress and @yaleRELIbooks and the handy hashtag #YUPoct (Yale University Press with the month abbreviation appended); also reflected this campaign on YUP’s blog. And the URL sends the curious over to explore in greater depth.
  • I learned from a recent presentation in London that Twitter is one of the top 10 sources of referrals for Elsevier-owned The Lancet, but note the inclusion of media here. Twitter has expanded the content formats that may be associated with a tweet and ELS is spotlighting images (important to medical community) found in the journal itself.
  • To use the parlance of the young, it’s equivalent to taking a “selfie”.
  • Want to talk a little bit about YouTube, because of its mainstream status and massive user base. Use of YouTube to deliver training tutorials. The NFAIS website maintains an extensive Library Education resource page that specifically highlights these video tutorials. But not solely tutorial content. NFAIS member organization, the Getty Conservation Institute, includes video on their channel that is intended to attract attention to art curation/conservation as a career.
  • Promotional video with an author. Temple University doesn’t have its own YouTube Channel so finding this promotional video is primarily accomplished through the Press’ own website. Smaller entities may not have the resources to leverage video entirely on their own so may be dependent on contractor to upload the material. Temple University Press
  • audio, video, images, quotes, animated gifs, text etc. Displays well in mobile environment. OUP has a tumblr blog.
  • Recently introduced social platform that fosters discovery via both images and text (lists); no scholarly publishers on this platform as yet, but no reason why they couldn’t be. Lists are a particularly sticky way of keeping users browsing on the site and it fosters discovery. Heavily visual in its orientation.
  • Recent job posting, but note the bolded sections!


  • 1. Good Connections Are Always Worth Preserving The Publishing Community’s Use of Social Media Jill O’Neill NISO Webinar, October 16, 2013 On Twitter: jillmwo
  • 2. First, Some Numbers “You Want to Tell Me and I’ve no Objection to Hearing it”
  • 3. 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
  • 4. Coming Up Fast • Instagram • 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.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Social Media: Different Uses, Different Audiences, Different Formats “Such a Transformation”
  • 9. Presence (Blogging)
  • 10. Combining Social Feeds (Blog, Oxford University Press)
  • 11. Content for an Elite Brought Into The Mainstream
  • 12. Presence (Online Networks)
  • 13. Google Plus Social Network (Elsevier)
  • 14. Facebook Page (Temple University Press)
  • 15. Facebook for Single Title Promotion (Yale University Press)
  • 16. Pinterest (Yale University Press)
  • 17. Twitter (University of Minnesota Press)
  • 18. Twitter (Yale University Press)
  • 19. Twitter (The Lancet)
  • 20. Twitter (EBSCO)
  • 21. YouTube (ProQuest)
  • 22. YouTube Isn’t Just About Training
  • 23. Tumblr – Brevity and Mobility!
  • 24. Good Connections: Adapting and Unfolding “You Were Our Audience and Our Prompter”
  • 25. Flipboard – Mobile First
  • 26. Flipboard – Tablet Display
  • 27. Academia.edu (Scholarly Social Network)
  • 28. Jellybooks.com (Small Independent Presses)
  • 29. Rifflebooks.com (Trade-oriented)
  • 30. 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
  • 31. Audience and Prompter
  • 32. Thank You! Twitter: @jillmwo Google Plus: Jill O’Neill Email: jilloneill@nfais.org