Social media and scholarly communication
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Has technology really changed the way we interact?
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Social media and scholarly communication
- 1. Social media and scholarly communication Has technology really changed the way we interact? Claire Bower, Marketing and Communications Manager
- 2. Imperial means Intelligent BusinessImperial College Business School 2 Who am I? - Marketing & Communications Manager (Imperial College London) - Former Digital Communications Manager (BMJ) - Senior Associate Editor (BJSM) - MA in Electronic Communication & Publishing - MSc in Psychology - Postgraduate Diploma in Digital Marketing Claire Bower
- 3. Imperial means Intelligent BusinessImperial College Business School 3 “Scholarly communication is the process by which academics, scholars, and researchers share and publish their research findings so that they are available to the wider academic community and beyond.” Wikipedia
- 4. Imperial means Intelligent BusinessImperial College Business School 4 The past
- 5. Imperial means Intelligent BusinessImperial College Business School 5 Where it all began...
- 6. Imperial means Intelligent BusinessImperial College Business School 6 The present
- 7. Imperial means Intelligent BusinessImperial College Business School 7 Research dissemination: BJSM
- 8. Imperial means Intelligent BusinessImperial College Business School 8 Research dissemination: BJSM
- 9. Imperial means Intelligent BusinessImperial College Business School 9 Research dissemination: BJSM 2013-2016 Pageviews (Google Analytics) 21243 53879 78580 168932 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 2013 2014 2015 2016 Social media referral traffic to bjsm.bmj.com
- 10. Imperial means Intelligent BusinessImperial College Business School 10 Research dissemination: BJSM 2013-2016 7757 24932 25419 96098 10643 38790 22802 66738 267 1426 400 12790 20000 40000 60000 80000 100000 120000 2013 2014 2015 2016 Facebook Twitter LinkedIn Traffic from different social media platforms
- 11. Imperial means Intelligent BusinessImperial College Business School 11 Impact: altmetrics
- 12. Imperial means Intelligent BusinessImperial College Business School 12 Although…
- 13. Imperial means Intelligent BusinessImperial College Business School 13 Peer review: post publication “scientific discourse does not stop at the ‘event’ point of publication for any research article”
- 14. Imperial means Intelligent BusinessImperial College Business School 14 Journal clubs: tweet chats
- 15. Imperial means Intelligent BusinessImperial College Business School 15 Conferences: hashtags and live streaming
- 16. Imperial means Intelligent BusinessImperial College Business School 16 Advocacy: online movements
- 17. Imperial means Intelligent BusinessImperial College Business School 17 The future…
- 18. Imperial means Intelligent BusinessImperial College Business School 18 The future - Transparent – open access, open data, open science? - ‘Living’ articles – crowdsourced – no final product? - Change of academic reward system – encourage sharing? - Disintermediation – no need for publisher? - Semantically linked ‘web of data’ - machine readable – AI…
- 19. Imperial means Intelligent BusinessImperial College Business School 19 The bigger picture… - In a recent study, nearly half those surveyed happy to receive financial and healthcare advice from artificial intelligence (Weber Shandwick) - Devices will become more sensitive to our feelings through haptics, biometrics etc – machines beginning to grasp human emotion?
- 20. Imperial means Intelligent BusinessImperial College Business School 20 Affective media Technologies that can understand human emotions and respond in empathetic ways will change our communications media forever
- 21. Imperial means Intelligent BusinessImperial College Business School 21
Hinweis der Redaktion
- Focused on social media and scholarly communications during masters degrees
- So, what do we mean by scholarly communication? Fundamentally, it’s sharing research findings with wider academic community and beyond. And beyond bit is crucial – especially when seeking to impact policy and treatment – like many of you here today.
- So, having started out with an undergraduate degree in history, I thought the best place to start this discussion around scholarly communication is in the past!
- More specifically, at the point that academic journals were created: 1665. This came out of the Royal Society – a group of wealthy gentleman-scientists who conducted experiments and then wrote down their findings in encrypted letters to each other – finally decided to print this correspondence so that more people could see – journal still exists today.
- Fast forward to the present day and things look remarkably different – or do they? In the past handwritten correspondence and conversations at coffee houses supplemented the scholarly paper. Today, email and social media play a similar role. The technology has changed but the underlying behaviours are very similar to what they were. The journal article became important in an age when printed material was the most effective means of distributing knowledge but this has now changed, and we can see this in a number of ways.
- Perhaps the most obvious way that the Internet has impacted scholarly communication is in the realm of research dissemination. A new scientific paper is published every 20 seconds – no longer limited by print costs – has opened new doorways in terms of democratisation and access to latest research. So, to turn now to a hopefully very familiar example, let’s look at BJSM, which has been running since 1966.
- It has truly embraced the opportunities that digital communication offer: blogs, podcasts, video, twitter, facebook etc, and this is having a profound effect on how its users are accessing research.
- As you can see from this graph, a large amount of BJSM’s traffic now comes from social media channels – and this is growing rapidly year on year!
- However, this isn’t constant and the strategy requires constant observation and tweaking. Fluctuation over most popular channel – twitter ahead in 2013 and 2014 and then after a dip in both in 2015, facebook has taken the lead in 2016 – largely due to more frequent posting Spotted that quite a lot of traffic coming from FB with little effort – put in place a dedicated resource to ramp up efforts – pays to know where your audience is. Also, user behaviour changes – audience changes too – youngsters are using things like snapchat and whatsapp to communicate rather than open platforms like fb and twitter – poses a challenge for the future, which I’ll come onto more later.
- So, in light of these new ways of consuming research, there are new ways of assessing article and journal impact. There has been a move away from traditional measures of article impact – e.g. citations/impact factor criticised for many reasons, including fact that there is a lag in their release – does not fit with today’s fast-paced society Now look to more instant measures, such as how much social media coverage or if make the news
- However, there is an argument that things are perhaps going to far the other way Clickbait in academia – is there a propensity to publish articles that are novel and will make headlines rather than concentrate on furthering scientific debate?
- Another area of scholarly communication that is being affected by technological change is peer view – post publication – a potential way to avoid publishing clickbait F1000Research – immediate publication and then open peer review process – focus on scientific soundness rather than novelty – helps reduce clickbait Goes back to our 17th century model – interactions and discussions between academics can now openly inform the development of an article – continuous – made possible by the internet as reduced cost of making alterations Scientific discourse does not stop at the ‘event’ point of publication for any research article. ScienceOpen.com - 33m article records – need orcid profile with 5 published articles – captures conversation around research. PubPeer allows users to make comments on almost any article that has a DOI, but the site is separate from publishers web pages. Scientists may be more willing to engage in frank criticism, but it is harder to connect the original paper to the comments. Importantly, PubPeer contacts authors when new comments are posted about their papers - in this way, PubPeer attempts to provide feedback directly to the authors that blogging doesn’t provide.
- Building on this idea of conversation around articles, you can now discuss research from hundreds of different medical disciplines with people from all over the world – including the authors! This is just a list from one website – there are so many more!
- And continuing with hashtags, we can now keep track of conferences happening all over the world with live tweeting and streaming. A great example is this very conference – all of the fantastic discussions have been opened up to digital attendees worldwide – great for researchers who are unable to travel – also increases reach and impact of those presenting!
- Finally, is the area of online advocacy. Union of Concerned Scientists in the USA - advocacy organisation that engages with scientists and the public in order to bring about change. They led a campaign to call out food industry misinformation around sugar and health. They adopted a new hashtag for this campaign that was carefully crafted and humorous - #bullsugar was born. They organised several Twitter chats with scientists in partnership with existing parent networks, including ‘Moms Rising’ who have over 41K Twitter followers. These chats generated interest and engagement far beyond the @UCSUSA account – identified influencers. It was a great success, with over 1700 tweets on the topic and 26,800 signatures for their drive.
- So, that’s a very quick round up of where we are currently in terms of scholarly communication and technology. The tools we are using and scale have all changed, but I would argue that the underlying behaviours remain the same. However, it looks like things might look quite different in the not too distant future might look quite different…
- The journal article must evolve as it no longer reflects the complexity of modern, digital science. Transparency – get rid of limitations of our print predecessors - more fluid form with multiple expert contributors – wikis If this is case, need to change academic reward system so not based on article publications – sharing instead No longer need publishers if getting rid of closed peer review? Gatekeepers – should be democratised? The possibilities of a genuinely linked web of data are enormous; we will have the ability to check and verify facts in real time against other data sets that exist elsewhere - an ‘evidence engine.’ Article is evolving to a more fluid form, semantically tagged and linked to many other resources such as datasets and video. It can also be broken down into its component parts according to the reader’s needs and is increasingly machine readable.
- And finally, I couldn’t resist opening the conversation up to the evolution of communication trends in general now that we’ve touched upon artificial intelligence. Increasingly, people will come to trust Artificial Intelligence assistance – healthcare advice? AI will become aware of human emotion, which will effect communications
- Not a spelling mistake – this relates to psychological term relating to moods, feelings and attitudes Lightwave analysed the emotional engagement levels amongst the audience of the Revenant. Wearing a device that measured heart rate, skin temperature and motion amongst other things. Used neuroscience techniques to measure emotional intensity of the film. This will then inform future storytelling.
- So, in conclusion, whether we’re discussing scholarly communication or wider developments, it’s not the technology that we should be focusing on but the PEOPLE. Focusing on user behaviour, motivations and incentives is vital to understanding communication trends and how they will develop. Fundamentally, it’s not about the tools or platforms but the people using them – well, until we’re all replaced by sentient robots, that is
- Panel discussion: Perhaps the reason we have not fully realised the potential of technology is the conservatism of the scientific community in their approach to information.