Chris Elliot - Editor Case Study: Implementing a Social Media Strategy for the Journal of Paediatrics and Child Health

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Dr Elliot will discuss how the Journal of Paediatrics and Child Health developed a social media strategy, defined its goals, and successfully implemented it to "be useful" to the journal's readers, authors and editors. The presentation is accompanied by a purpose-built website: SocialMedia.JPCHonline.com, which contains resources to assist other editors formulate their own social media goals and strategies. Chris Elliot Online Editor, Journal of Paediatrics and Child Health Presented at the 2015 Wiley Publishing Seminar, 5 November, Melbourne, Australia.

Presentations & Public Speaking

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

… of how we used social media to
promote this Editorial:

We sent 3 tweets over 10 minutes
on the morning it was published

188 tweets
from 152 users
reaching up to
193,030
people

How did this happen?
Is it meaningful?
Is it reproducible?

What was our strategy?
How did we define success?
What else have we achieved?

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

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

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?

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

… 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)

The portal was optional, but it gave
us cheap online flexibility we didn’t
get with our publisher’s website

192 37/day
387 300/day
Followers Av Reach
387 110,000 / year
192 13,500 / year
October 2015

Australia
Canada
New Zealand
India
Malaysia
Ireland
United States of America
Singapore
Egypt
United Kingdom

We had decided to
invite parents and
children to write
directly for the journal
about their experience
of illness and
healthcare

And six months later have
8 submissions accepted for
publication…

Could we have achieved this
without social media?

… but we’re a journal that is
exclusively read by health
professionals.
What better way to invite non-
professionals to contribute?

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

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

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

Loss of Editorial Control
(the social media editor has high
exposure for errors of fact,
interpretation or judgement)
Hacked Accounts

Realistic
Probably modest
Meaningful
Rewards

Thank you!
Visit SocialMedia.JPCHonline.com

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1. Social Media Case Study Dr Chris Elliot JPCH Online Editor SocialMedia.JPCHonline.com editor@JPCHonline.com

2. We’re going to discuss how we at the Journal of Paediatrics and Child Health started on social media

3. Let’s start with an example…

4. … of how we used social media to promote this Editorial:

6. We sent 3 tweets over 10 minutes on the morning it was published

8. and over the next 48 hours saw…

9. 188 tweets from 152 users reaching up to 193,030 people

10. This presentation is about 3 questions…

11. How did this happen? Is it meaningful? Is it reproducible?

12. Or in other words…

13. What was our strategy? How did we define success? What else have we achieved?

14. First though: who are we?

15. Journal of Paediatrics and Child Health (‘JPCH’ to our friends)

16. For 50 years we have published articles on children’s health and wellbeing for surgeons, neonatologists and paediatricians

17. Also, we’re not afraid of being used for craft once the journal has been read

18. Back to social media…

19. Our Social Media vision was pretty simple

20. 1. Be useful To our Readers To our Authors 2. Promote awareness of the journal

21. We decided what ‘success’ would look like First by looking at our peers …

22. In August 2013 we did an audit of other journals in our field and how large their social media accounts were

23. NEJM BMJ 440,000 131,000 17,000 82,000 MJA 413 ? ADC 639 ? Audit - August 2013

24. The big ones were pretty huge

25. Even the smaller journals had been in this space for 4 years or more…

26. … and in the 2 years since that audit, big and small alike have about tripled their followers:

27. 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

28. Does lots of followers mean lots of readers?

29. Actually, much less than we expected

30. 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

31. An analysis of 1 million tweets found quite low levels of engagement (clicks) with each tweet:

32. 1-2 per 1,000 followers per tweet https://blog.bufferapp.com/twitter-data-1-million-tweets engagements

33. Also – success takes longer than we thought

34. http://www.slideshare.net/randfish/why-content-marketing-fails

35. We decided to have a go anyway…

36. … on Twitter and Facebook… (it seemed like everyone was doing them)

37. … but we needed an email address to sign up

38. @

39. So we registered a domain name and email with Google Apps (it’s about $75 per year)

40.

41. We started using and making images

42.

43. Built a timeline on Facebook

44.

45. And a website portal…

46.

47. The portal was optional, but it gave us cheap online flexibility we didn’t get with our publisher’s website

48.

49. How did we do?

50. 192 37/day 387 300/day Followers Av Reach 387 110,000 / year 192 13,500 / year October 2015

51. Where are our followers?

52. Australia Canada New Zealand India Malaysia Ireland United States of America Singapore Egypt United Kingdom

53. Australia Canada New Zealand India Malaysia Ireland United States of America Singapore Egypt United Kingdom

54. Is It Meaningful?

55.

56. We had decided to invite parents and children to write directly for the journal about their experience of illness and healthcare

57. Very, very few health journals do this

58. We started with a tweet…

59. Linked to a webpage…

60. Added a media article…

61. And six months later have 8 submissions accepted for publication…

62. … and published our first one

63. 8 Submissions Accepted

64.

65. Could we have achieved this without social media?

66. Probably yes.

67. … but we’re a journal that is exclusively read by health professionals. What better way to invite non- professionals to contribute?

68. Is it Reproducible?

69. Remember the Editorial?

70. 188 tweets from 152 users reaching up to 193,030 people

71. This is how that happened…

72. Some influential people on Twitter shared our tweet

73. Some people read our tweet and shared it in their own way

74. Some people shared it independently of our tweets

75. Could we achieve that again?

76. We tweeted another strong article about refugee health…

77.

78. Overall we saw 89tweets By 85people Reaching up to 254,613 followers In 48 hours we had 23re-tweets

79. It’s reproducible.

80. These were, however, on topics of high interest to a wider-than-usual audience for our journal

81. Behind the Scenes We use other applications

82.

83.

84. More about these, including links, at SocialMedia.JPCHonline.com

85. There are risks Rewards

86. Loss of Editorial Control (the social media editor has high exposure for errors of fact, interpretation or judgement) Hacked Accounts

87. There are rewards

88. Realistic Probably modest Meaningful Rewards

89. Thank you! Visit SocialMedia.JPCHonline.com

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