By Joy Andreakis, Manager of Electronic and Serials Publishing, Indiana University Press/Journals
The buzzwords are changing, technology being the ever-morphing mechanism that it is. "Portal" is so last year. Well, maybe not that passé, but having attended my first Society for Scholarly Publishing Conference (SSP) in Boston, May 28-30 (Empires of the Mind: Inventing the Future of Scholarly Publishing) it offered several compelling and competing presentations.
This discussion centers around building online communities within an academic press. How do university presses build upon relationships in a professional field to develop critical mass for their emerging online presence? There may not be a logical algebraic solution, such that a=b, b=c, therefore a=c. However there are things to consider. Social media should not be viewed as a place (i.e. a portal) but an ecosystem. After all, community building is a live, dynamic process.
This segues into a set of questions that need to be answered before racing forward full throttle. Is your organization’s mental model that of a closed enterprise or one of open engagement? What are the parameters of your mission statement? How should you develop active engagement on your site and for your particular audience? Are scholarly goals and social media mutually exclusive? What content do you have that lends itself to social engagement tools?
Since concepts of community building, collective engagement, and social discovery are forwarded as ideals for publishers to work toward, I lit up when a presenter offered a list of “community-building” do’s and don’ts. What can I say, but that my personality type likes guidelines and lists.
Do:
1.Build functionality around content that fulfills specific needs of your audience. Instead of just offering downloadable articles (a “flat” structure) or pre-packaged products, would your users benefit from selecting their own e-anthologies (a personal selection of online articles across journal titles)? Think in terms of what would benefit your users to get their job done.
2.Cross seed your efforts. Place a button at the article level on your website to your blog, such that a user can “comment on this journal article.” Or when a discussion starts on your blog pertaining to an article, make sure the article is tagged, “join the discussion about X.” Or promote an article during a discussion.
3.Germinate your community-building efforts with key people. For example, if you are redesigning your website, involve a spectrum of skill levels and positions as beta testers. Get key people involved as much as possible so they feel invested in the project.
4.Tie real-world events to online networking and continue brainstorming on how to tie various efforts together.
5.Create a shared perception. Putting energy into a new project is like hosting a great party or tending your prize-winning garden. You don’t just throw seeds in the dirt and hope for rain. Energy, attention, and perseverance must be present. And above all, remember it took Edison 10,000 attempts to make the light bulb a success!
6.Be flexible and prepared to change or adapt your plans. If after 6 months, your efforts have stalled, don’t be afraid to alter your course. Nothing is set in stone.
Don’t:
1.Don’t hop on the Web 2.0 bandwagon platform because every other press is doing a certain something. The direction of your efforts has to ultimately offer your customers added value and be congruent with your bottom line. The “build it and they will come” attitude isn’t made of magic.
2.Don’t set up your efforts for failure. Staff commitment is important and in the age of tightened budgets, this issue is critical. Blog expectations demand updates 2 to 3 times per week. Discussion groups need moderating. Consider the extent of development support to what you are planning. New technologies enable the creation of new models to form. Do you have the dedicated talent it takes to move your organization in the direction it needs to go?
A recommended title to further your insight into social media and what makes or breaks online group effort is, “Here Comes Everybody: The Power of Organizing Without Organizations” by Clay Shirky. We are living in an era with the largest increase in expressive capability in history. Plan wisely.
Visit the website for the Society for Scholarly Publishing at http://www.sspnet.org/
SSP has posted notes from many of the presentations at this year's conference: http://sspnet.org/Events/Meetings_and_Seminars/2008_Annual_Meeting-Presentation/spage.aspx
Visit their blog at http://scholarlykitchen.sspnet.org/