Academics are increasingly using social media platforms to share research, and it’s not hard to understand why: it’s quick, easy and – if done right – can have a vast reach. Likewise, more and more editors are turning to social media marketing to promote their journal’s published work, which is not surprising when you consider that it costs nothing, and having an online presence increases your search engine rankings (Google and other search engines now use this as a significant factor in their results).
With your journal more discoverable, inbound traffic increases, which can then lead to increased readership. Moreover, social media platforms give you access to detailed audience insights, which can help to identify the topics, themes and papers that have been most popular with your readers. As well as this, your competitors will be using these tools to their advantage, making it more important than ever to get involved.
When considering whether or not to create a social media account, one of the concerns you may have is time. After all, editing a journal can be an arduous process, but there are tools available to make it easier to maintain a social media account, and setting up a week’s worth of tweets can take as little as 15 minutes thanks to Social Media Management Systems.
How does it work?
A Social Media Management System helps you to keep track and manage your social media accounts across different media platforms, such as Facebook, Twitter and Google+. From the one platform, you can track all your accounts’ engagement stats, such as ‘likes’, ‘mentions’ and ‘retweets’, and you can schedule messages to automatically post at any time. Not only is it a time-saving device, but it keeps your channels active even when you’re not there.
Setting up tweets for the week will now be easy:
- Post your update, using #hashtags where possible to attract more users.
- We recommend adding some copyright-free media to your post.
- Twitter reports an average 35% boost in ‘retweets’ just by adding a photo. You can search for openly licenced media through sites like Creative Commons.
- You can also brand your images, using tools like Pablo.
- Choose popular times for tweets to go out to your users. Once you submit your post, it will appear in your ‘Scheduled’ stream.
Tip: Popular times include Monday-Friday 12-2pm and 5-6pm, and weekends 3-5pm.
Another great feature of Hootsuite is the ability to add multiple streams to your dashboard, making it easier to track users’ interactions with your channel. Adding streams is easy:
- On the right of the dashboard, you will see ‘Add a stream’.
- Simply click on the interactions you would like to track. On @TandFEditors, we track: mentions, retweets, inbox messages, likes and search (see below).
- When you click on each option, a stream will automatically appear in your dashboard.
By having these streams on the dashboard, you will not only be able to see which posts have been popular with your users, but you are immediately alerted to any messages or mentions the journal has received.
Tip: Add a search stream to your schedule by selecting ‘Search’ and typing your journal’s name, subject field, or keywords to bring up a list of the latest tweets related to this. You can add more than one search stream if needed. This can help you to keep on top of trends and aid in starting/joining discussions.
Looking for more social media tips and tricks? Be sure to check out our other social media content: