Marketing departments in Academic publishing are still pondering the advantages of social media – By Jenny Ridge
Despite the relentless upward trend in social media use, it seems that Academic content publishers are still very hesitant to embrace what is in fact, simply another communications channel and an excellent, targeted route to market. While other businesses are leaping ahead and seeing huge benefits from the direct engagement with their customers, marketing departments in Academic publishing are still pondering the advantages and disadvantages, viewing short-term efforts as unsuccessful, and
therefore investing minimum time in what is potentially ‘not suitable’ for Academic publishing and ‘unproven’ in terms of results and ROI. It wasn’t so long ago that I remember having the same conversations about email marketing.