Social media tools and academic publishing
Alan J. Cann, Internet Consulting Editor, Annals of Botany; Department of Biology, University of Leicester, Leicester, UK
As publishing moves from print-focused (slow, inflexible, expensive) to content-focused (digital delivery, article-level metrics/discussion), there is an increasing need for publishers to communicate with their audiences in ‘adjacent spaces’ beyond the traditional medium of the journal or book. Social technologies will continue to evolve rapidly for the foreseeable future, so publishers need to acquire sufficient expertise to remain agile in this area in the face of future developments. I will describe the Annals of Botany low-cost online social media strategy, which is extending the reach of the journal to new audiences and new demographic groups. This includees blogs as distribution hubs for content via RSS, Twitter and Facebook, and emerging tools such as Flipboard which allow content discovery on new platforms such as tablet computers.