Why don’t publishers prioritize digital influence?
In TBI’s recent Heatmaps survey, we were a little surprised to find that advocacy and digital influence campaigns were scored as a relatively low priority by publishers for 2013. It’s a very hot topic in consumer marketing circles, so why do we not seem to be giving it much attention in academic publishing?
Here’s why we think advocacy and digital influence should be on your priority list:
- Because people value personal recommendations more than they do organizational ones
- The emergence of social media and altmetrics makes it easier to identify influential members of our communities and give them advocating tools
- Digital has the power to dramatically amplify influence, so engaging with influential members of the communities that we serve is becoming a critically important part of marketing strategy
It’s about achieving the perfect mix of the right influencers, with the right conversation in the right place at the right time – see Melinda’s article for more advice on how to put together a digital engagement plan. TBI is also running a webinar about digital influence and advocacy marketing.