Society & Partner Zone Issue 20, Interviews, Social Media

What our Partners say

The advent of the internet has brought great opportunities to reach out to audiences that at one time would have been almost impossible to identify. And the explosion of social media channels has only intensified this opportunity.

At the end of 2012, we ran a webinar to help Springer’s society and publishing partners implement social media as part of their marketing activities. There are many ways that these channels can be utilized; here are some examples:

  • LinkedIn – a great tool for identifying people who are likely to share your business interests. Via groups, or reaching out to individual contacts, you can use the discussions facility to share ideas or news from your society or to engage with other group members to learn about topics of interest. You can also use LinkedIn to keep track of your existing contacts’ movements, for example if they’ve moved to a new role or new organization.
  • Twitter – use hashtags to monitor your Twitter conversations and to group and track responses to particular topics.
  • Facebook – post articles of interest, competitions, announcements, photos, videos, membership offers, subscription discounts etc. and more to your Facebook page to encourage more “likes” and increase your fan-base and (potentially) membership.
  • Pinterest – posting images of interest to Pinterest, and then linking them back to your website, is a great way of increasing awareness of your organisation and driving traffic to your website. For example, you could display images relating to a certain theme to appeal to those with an interest in that area, generating opportunities for future engagement with those individuals.
  • YouTube – set up a YouTube channel and upload your organisation’s videos, presentations, webinars etc. to provide your audiences with greater insight about your work. For example, you could include a video with prominent members of your society that discusses the benefits of membership or promote topical research.
  • Blogs – if you have established a blog, this can serve as an excellent feed to all your other social media channels and automatically keep them updated with your latest news.

Springer also provides some support to help societies keep their social media posts fresh and interesting through the PostMe! service. But what other innovative marketing techniques are working for Springer’s society and publishing partners? Della Miller, Marketing Communications Manager, American Vacuum Society, finds that social media is a useful way to help them announce society events. “We use LinkedIn, Facebook and Twitter at the moment, particularly as a means to promote events that we are organising. We’ve also asked some of our younger members to make live posts during our meetings to keep audiences informed of the topics we’re covering. In 2008, I set up a group on LinkedIn which now has more than 1,000 members, and we find that this is a great way of communicating with others that share our interests.”

Another society that is very active in social media is the European Society of Radiology (ESR). For ESR, Facebook, Twitter and YouTube provide excellent channels to meet their members or engage with others interested in their work in a more informal context. The pages of their Facebook site are peppered with entertaining content that give “fans” a lighthearted insight into the society’s news and activities. And this is mirrored by their YouTube channel which includes videos of recent events, interviews with leading figures in radiography and competitions – including asking their congress guess to guess the of ESR Facebook fans!

There are lots of ways to market your society and attract new members or widen the reach of your activities. If you are working on a campaign now and would like to share your experience with other societies and partners with whom we work, we’d love to hear from you. Please contact SocietyPartnerZone@springer.com.