What is it about?

This article describes the value of social media tactics embedded within a broader campaign utilisng more traditional marketing activities.

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Why is it important?

This article presents the results of one of the first major social media-based campaigns on the scholarly communications industry, achieving significant market awareness and engagement.


It's interesting that 3 years after the publication of this paper, social media is still not commonly used as part of publishers' marketing mix. Campaigns still tend to be quite broad brush whereas social media tends to lend itself better to more targeted projects.

Charlie Rapple (Kudos)

Read the Original

This page is a summary of: Integrating social media in the marketing mix: the case of Best Practice, Learned Publishing, January 2012, Wiley,
DOI: 10.1087/20120103.
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