Characteristics of academic journals’ social media strategies
| Strategy | Focus | Characteristics | Activities | Expected outcomes |
|---|---|---|---|---|
| Social research promotion | Communicating research, facilitating research administration | Transactional, one-way communication to promote research and journal news | Sharing summaries, announcing special issues and events | Increased visibility of published research, improved awareness of journal activities, greater participation in special issues, and enhanced dissemination of research findings |
| Social research content | Connecting researchers, creating and sharing engaging content | Two-way communication to create brand awareness, stimulate interactions, and spread positive WOM | Developing educational content, fostering discussions, hosting webinars | Enhanced community engagement, stronger brand identity, increased interaction among researchers, and wider dissemination of knowledge and best practices |
| Social awareness | Enabling research, monitoring community feedback | Two-way communication initiated by community input, focusing on listening and responding | Gathering insights, conducting Q&A sessions, responding to feedback | Improved alignment of research with community needs, more relevant and impactful special issues, and enhanced reputation through responsiveness to community interests |
| Social community engagement | Engaging with industry, building collaborative networks | Collaborative interaction with high community engagement and industry involvement | Sharing practical applications, facilitating industry-academic collaborations, organizing roundtable discussions | Strengthened ties between academia and industry, increased practical application of research, co-development of solutions with industry partners, and enhanced impact on industry practices |
| Strategy | Focus | Characteristics | Activities | Expected outcomes |
|---|---|---|---|---|
| Social research promotion | Communicating research, facilitating research administration | Transactional, one-way communication to promote research and journal news | Sharing summaries, announcing special issues and events | Increased visibility of published research, improved awareness of journal activities, greater participation in special issues, and enhanced dissemination of research findings |
| Social research content | Connecting researchers, creating and sharing engaging content | Two-way communication to create brand awareness, stimulate interactions, and spread positive WOM | Developing educational content, fostering discussions, hosting webinars | Enhanced community engagement, stronger brand identity, increased interaction among researchers, and wider dissemination of knowledge and best practices |
| Social awareness | Enabling research, monitoring community feedback | Two-way communication initiated by community input, focusing on listening and responding | Gathering insights, conducting Q&A sessions, responding to feedback | Improved alignment of research with community needs, more relevant and impactful special issues, and enhanced reputation through responsiveness to community interests |
| Social community engagement | Engaging with industry, building collaborative networks | Collaborative interaction with high community engagement and industry involvement | Sharing practical applications, facilitating industry-academic collaborations, organizing roundtable discussions | Strengthened ties between academia and industry, increased practical application of research, co-development of solutions with industry partners, and enhanced impact on industry practices |
Source(s): Created by authors