Bob SumnerMarketing Manager            AACC
WHAT IS TWITTER?Genuine source of unfiltered information fromverified sourcesInstant popular analysis of on-the-spot event...
Social Network(where people comment about stuff)         Distribution Network                     (where people get stuff)
Source: http://networkedblogs.com/nFjYa
WHAT SHOULD YOU BE DOINGPosting links to most-recent publications(PAP papers, journal TOCs, latest journal content)
Basics for tweeting material                  g• Tweet titles of journal papers  with link to abstract or full-text  pdf  ...
BEYOND BROADCASTING• Using Twitter for Brand Monitoring• Using Twitter for Audience Building• Using Twitter as a Communica...
Brand Monitoring with Twitter          Search
RT• Retweeting, or reposting material  someone you follow posts is basic            y         p  Twitter protocol• Reveals...
Audience Building• ‘Active’ form of marketing   Active• Your journal is participating in the  conversation• Following and ...
Scientists on Twitter• Network of thousands• All eager to share data,  information• Willing to collaborate• Looking to exp...
Source: http://www.kevinmd.com/blog/2011/07/twitter‐library‐field‐work‐combined.html
Establish a network ofscientists by following th  i ti t b f ll     i   them• Provides access to the valuable  opinions of...
Twitter as a    Communications Arm    C     i ti      A• Answer questions posed by  followers• Assist network with informa...
I bet you’re all wondering, what sorts of answers did I get for the questions I answers did I get for the questions Itweet...
“We the people don’t want promotions in social media. It s not as if we signed up for social media. It’s not as if we sign...
Even if the rest of pro sports hasnt realized it                     p pyet, this is whats next. The team injects itself i...
ClinChem’s Method         Emphasizing free content         Reposting material from          members         Posting materi...
Don’t be discouraged by low          numbers              b• You are drawing web traffic that  you were not drawing before...
Utilize freeanalyticaltools tomeasureyour impact Hootsuite.com
Good luck!•   bsumner@aacc.org•   202-420-6115•   @SumnerBob    @S      B b•   @Clin_Chem_AACC
398 bob sumner_webinar09182012
398 bob sumner_webinar09182012
398 bob sumner_webinar09182012
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398 bob sumner_webinar09182012

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398 bob sumner_webinar09182012

  1. 1. Bob SumnerMarketing Manager AACC
  2. 2. WHAT IS TWITTER?Genuine source of unfiltered information fromverified sourcesInstant popular analysis of on-the-spot eventsA collection of dialogue from all disciplines oflanguageThe most efficient manner to consumeinformationAn instant, sharable connection tosources BUT NONE OF THAT MATTERS TO YOU
  3. 3. Social Network(where people comment about stuff) Distribution Network (where people get stuff)
  4. 4. Source: http://networkedblogs.com/nFjYa
  5. 5. WHAT SHOULD YOU BE DOINGPosting links to most-recent publications(PAP papers, journal TOCs, latest journal content)
  6. 6. Basics for tweeting material g• Tweet titles of journal papers with link to abstract or full-text pdf – If title + link exceeds 140 character limit, use abbreviations or running title titl• Emphasize free content in tweets
  7. 7. BEYOND BROADCASTING• Using Twitter for Brand Monitoring• Using Twitter for Audience Building• Using Twitter as a Communication ArmAll serve to enhance your presence(and increase your followers)
  8. 8. Brand Monitoring with Twitter Search
  9. 9. RT• Retweeting, or reposting material someone you follow posts is basic y p Twitter protocol• Reveals source information• Displays endorsements for your content• Connects you with original tweeter t tYOU WANT PEOPLE RETWEETINGYOU, THEREFORE, RETWEET THEM
  10. 10. Audience Building• ‘Active’ form of marketing Active• Your journal is participating in the conversation• Following and Retweeting your audience alerts th di l t them t your to journal, encourages a follow back
  11. 11. Scientists on Twitter• Network of thousands• All eager to share data, information• Willing to collaborate• Looking to expand on Twitter’s possibilities
  12. 12. Source: http://www.kevinmd.com/blog/2011/07/twitter‐library‐field‐work‐combined.html
  13. 13. Establish a network ofscientists by following th i ti t b f ll i them• Provides access to the valuable opinions of scientists• Following will alert these scientists of your feed’s existence, encourages existence a follow back• The people you follow become a source of content when you have exhausted all resources• M Many of your j f journal’s authors and l’ th d contributors are on Twitter, be sure to add them to this network
  14. 14. Twitter as a Communications Arm C i ti A• Answer questions posed by followers• Assist network with information from your journal• U i Using network t promote other t k to t th association items
  15. 15. I bet you’re all wondering, what sorts of answers did I get for the questions I answers did I get for the questions Itweeted above? How many people inundated me with answers, echoing out inundated me with answers, echoing outacross the Twitterverse? Well, I’ll tell you:Zero.http://www.benchfly.com/blog/science‐in‐the‐twitterverse/
  16. 16. “We the people don’t want promotions in social media. It s not as if we signed up for social media. It’s not as if we signed up for socialmedia sites so that we could hang out with software companies and hotel chains and T‐shirt purveyors and ham merchants. We signed up to connect with each other, not with  ih h h ihcommerce.”‐Jay Baer yhttp://www.convinceandconvert.com/social‐media‐research‐2/new‐research‐americans‐hate‐social‐media‐promotions/
  17. 17. Even if the rest of pro sports hasnt realized it  p pyet, this is whats next. The team injects itself into fans mornings and afternoons and evenings and off‐days with small blasts of evenings and off days with small blasts ofpersonality. (The Kings, for example, have gone from less than 800 Twitter mentions a day to over 6,000.) ) Source: http://deadspin.com/5910962/the Source: http://deadspin.com/5910962/the‐ spunky‐genius‐of‐twitters‐lakings‐the‐ second+biggest‐surprise‐of‐the‐playoffs
  18. 18. ClinChem’s Method Emphasizing free content Reposting material from  members Posting material relevant to  journal readers
  19. 19. Don’t be discouraged by low numbers b• You are drawing web traffic that you were not drawing before the venture• You are contributing to the scientific dialogue• Your journal’s content is now searchable for all of T itt ’ h bl f ll f Twitter’s users
  20. 20. Utilize freeanalyticaltools tomeasureyour impact Hootsuite.com
  21. 21. Good luck!• bsumner@aacc.org• 202-420-6115• @SumnerBob @S B b• @Clin_Chem_AACC

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