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Social Media Case Study
Dr Chris Elliot
JPCH Online Editor
SocialMedia.JPCHonline.com
editor@JPCHonline.com
We’re going to discuss how we at
the Journal of Paediatrics and Child
Health started on social media
Let’s start with an example…
… of how we used social media to
promote this Editorial:
We sent 3 tweets over 10 minutes
on the morning it was published
and over the next 48 hours saw…
188 tweets
from 152 users
reaching up to
193,030
people
This presentation is about 3
questions…
How did this happen?
Is it meaningful?
Is it reproducible?
Or in other words…
What was our strategy?
How did we define success?
What else have we achieved?
First though: who are we?
Journal of Paediatrics
and Child Health
(‘JPCH’ to our friends)
For 50 years we have
published articles on
children’s health and
wellbeing for surgeons,
neonatologists and
paediatricians
Also, we’re not
afraid of being used
for craft once the
journal has been
read
Back to social media…
Our Social Media vision was
pretty simple
1. Be useful
To our Readers
To our Authors
2. Promote awareness
of the journal
We decided what
‘success’ would look like
First by looking at our peers …
In August 2013 we did an audit of
other journals in our field and how
large their social media accounts were
NEJM
BMJ
440,000 131,000
17,000 82,000
MJA 413 ?
ADC 639 ?
Audit - August 2013
The big ones were pretty huge
Even the smaller journals had been
in this space for 4 years or more…
… and in the 2 years since that
audit, big and small alike have
about tripled their followers:
NEJM 440,000 131,000
17,000 82,000
MJA 413 ?
ADC 639 ?
2010
2010
1.26m
Audit - August 2013
ADC 1,763 2,700
Audit – October 2015
Does lots of followers mean
lots of readers?
Actually, much less than we
expected
BMJ.com =
Most comments
12
1,000,000
visits / month
Most read
8,300
Most listened
369
Forum views : comments
100: 1 at August 2013
An analysis of 1 million tweets found
quite low levels of engagement (clicks)
with each tweet:
1-2 per 1,000
followers
per tweet
https://blog.bufferapp.com/twitter-data-1-million-tweets
engagements
Also – success takes longer than
we thought
http://www.slideshare.net/randfish/why-content-marketing-fails
We decided to have a go
anyway…
… on Twitter and Facebook…
(it seemed like everyone was doing them)
… but we needed an email address
to sign up
@
So we registered a domain name
and email with Google Apps
(it’s about $75 per year)
We started using and making
images
Built a timeline on Facebook
And a website portal…
The portal was optional, but it gave
us cheap online flexibility we didn’t
get with our publisher’s website
How did we do?
192 37/day
387 300/day
Followers Av Reach
387 110,000 / year
192 13,500 / year
October 2015
Where are our followers?
Australia
Canada
New Zealand
India
Malaysia
Ireland
United States of America
Singapore
Egypt
United Kingdom
Australia
Canada
New Zealand
India
Malaysia
Ireland
United States of America
Singapore
Egypt
United Kingdom
Is It Meaningful?
We had decided to
invite parents and
children to write
directly for the journal
about their experience
of illness and
healthcare
Very, very few health journals do
this
We started with a tweet…
Linked to a webpage…
Added a media article…
And six months later have
8 submissions accepted for
publication…
… and published our first one
8 Submissions Accepted
Could we have achieved this
without social media?
Probably yes.
… but we’re a journal that is
exclusively read by health
professionals.
What better way to invite non-
professionals to contribute?
Is it Reproducible?
Remember the Editorial?
188 tweets
from 152 users
reaching up to
193,030
people
This is how that happened…
Some influential people on
Twitter shared our tweet
Some people read our tweet
and shared it in their own way
Some people shared it
independently of our tweets
Could we achieve that again?
We tweeted another strong article
about refugee health…
Overall we saw 89tweets
By 85people
Reaching up to 254,613
followers
In 48 hours we had 23re-tweets
It’s reproducible.
These were, however, on topics of
high interest to a wider-than-usual
audience for our journal
Behind the Scenes
We use other applications
More about these, including links,
at SocialMedia.JPCHonline.com
There
are
risks
Rewards
Loss of Editorial Control
(the social media editor has high
exposure for errors of fact,
interpretation or judgement)
Hacked Accounts
There are rewards
Realistic
Probably modest
Meaningful
Rewards
Thank you!
Visit SocialMedia.JPCHonline.com

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JPCH Social Media Case Study

Editor's Notes

  1. The real life JPCH case—our strategy, the reasons behind it and the results we’ve seen so far. I know that quite a few editors in the audience would be very interested in what you’ve been doing and would have a lot of questions and comments—hopefully leading to a great discussion.  
  2. In April 2015 we published an Editorial about mandatory detention of asylum seekers and their children. The issue was important to our Editor-in-Chief and editorial board, and we wanted as wide a readership as possible.
  3. I sent these 3 tweets between about 8-8:30am on the Wednesday morning the Editorial was published. Wiley’s email alert let me know that it had been published.
  4. In the next 48 hours we saw… (slide above) Puts it in the top 5% of articles ever tracked by Altmetric #2 of 778 articles tracked from our journal
  5. Our online strategy How did we define success? Can we do other things with a similar return on time invested?
  6. Our online strategy How did we define success? Can we do other things with a similar return on time invested?
  7. RACP journal 50 years old Ranked 16/29 paediatric journals Print and online distribution Volunteer board
  8. RACP journal 50 years old Ranked 16/29 paediatric journals Print and online distribution Volunteer board
  9. RACP journal 50 years old Ranked 16/29 paediatric journals Print and online distribution Volunteer board
  10. In 2013 the Board decided to investigate an social media strategy By dint of being a glasses-wearing male, I was approached with the idea to put out “one tweet per month” with a free paper I felt strongly that we should: Be useful Know what we were trying to achieve, so as to avoid limitless effort being expended for no meaningful outcome Be useful to readers – give them other ways to read our content and stay up to date. Give an avenue for comment, debate and rapid-response Be useful to authors – help promote their articles
  11. The freedom to make new images to support your content, on the fly
  12. Facebook Timeline
  13. JPCH stats as of October 2015
  14. In April 2015 we published an Editorial about mandatory detention of asylum seekers and their children. The issue was important to our Editor-in-Chief and editorial board, and we wanted as wide a readership as possible.
  15. In the next 48 hours we saw… (slide above) Puts it in the top 5% of articles ever tracked by Altmetric #2 of 778 articles tracked from our journal
  16. RACP anxiety about going off the ranch Risks of social media Errors One person becomes the voice of the journal Hacking / misuse / misrepresentation