Abstract
Overview
The Brave New World of Science Publishing is the most comprehensive study
of scientists' use of social media ever undertaken. This report is
designed to help publishers understand what scientists expect - and prefer -
as Web 2.0 capabilities become the new industry standard. Scientists and
publishers rely on each other to establish the priority of discoveries, to
validate the scientific process by peer review, to disseminate findings and to
establish the scientific record. However, social media threatens current
business practices, and publishers that do not respond to these challenges, or
respond by further entrenchment of traditional positions, could find
themselves becoming increasingly unnecessary and irrelevant.
In the decade since BioInformatics, LLC published its first study on how life
scientists use electronic journals, the scientific publishing industry has
weathered many storms. It has had to adapt rapidly to disruptive technologies,
such as the emergence of the Web as a rival medium, as well as grapple with a
changing business model resulting from societal and economic forces. Some
scientists, especially pioneers of the Open Access moment, have prophesied the
end of traditional publishing as we know it.
Now come “Web 2.0” and “social media” - two related
phenomena that again present publishers with perils but also unparalleled
opportunities, at least for those willing to accept new challenges. Scientists
have always closely identified themselves with communities representing
specific, often quite narrowly focused, disciplines and areas of research.
This desire to connect with like-minded scientists is amplified by social
media, open access and online data sharing.
The Brave New World of Science Publishing shows that publishers are in
an enviable position to leverage their existing reputations to take advantage
of social media - provided that they resist the temptation to view it as the
same type of threat the Web was perceived to be in the mid- to late 1990' s.
Publishers have the opportunity to use this latest form of communication to
reinforce the mandate to communicate and collaborate that drives scientific
research. In addition this report will also be indispensable to life science
suppliers and advertisers seeking to bond with customers via social media.
Hyperlinked citations, Letters to the Editor and editorial comment are valued
elements of scientific publications. However, social media affords publishers
the ability to go far beyond these basic functions and enhance value to
readers by delivering a richer and more meaningful experience. To survive,
publishers must re-evaluate the roles they have traditionally played in
scientific communication and more than 1,500 scientists surveyed for this
report share their opinions on how social media can provide new tools to
further the advancement of science.
From their growing use of discussion boards, blogs, wikis, video and podcasts,
scientists are learning how to employ Web 2.0 and social media tools to good
effect. The Brave New World of Science Publishing will help publishers
keep pace with the expectations of their readers while reinforcing their
positions of respect and authority.
Among the Key Findings Contained in
This Report.....
- The influence of traditional media as a trusted information source is
decreasing.
- Social media usage has increased, but the amount of time spent on these
tools has decreased slightly.
- Social media tools continue to broaden scientists' perspective on problems.
- Scientists are becoming more informed about recent Web 2.0 tools for
social collaboration but their use doesn' t yet match their awareness.
- New Web 2.0 and Collaboration tools are becoming increasingly valuable to
today' s researcher.
- Awareness of some new information sources is higher than traditional ones.
- Scientists remain ambivalent about whether services like Google Scholar
are an infringement of copyright laws.
- As their awareness of Web 2.0 social media increases, distinct
generational differences in respondents' use of these tools is emerging.
Goals of this Report
The goal of this report is to explore Web 2.0 tools, how scientists use them
and their impact on the traditional world of publishing.
This report will help you to.....
- Thrive in the changing world of Web 2.0
- Understand how scientists rely on social media
- Know what factors remain important in traditional media
- Understand the success of and need for online journal content and features
- Target appropriate markets - through online and print
- Learn how to use social media to drive revenue
Methodology
The Brave New World of Scientific Publishing is based on responses to a
37-question online survey conducted by BioInformatics, LLC (Arlington,
Virginia, USA). 1,557 scientists who participated in this survey between May
27 and May 30, 2008. The electronic questionnaire was fielded to registered
members of The Science Advisory Board. BioInformatics sponsors The Science
Advisory Board, an online community of more than 40,000 scientists, physicians
and healthcare professionals from around the world. The Science Advisory Board
is divided into two panels (Research and Clinical) and “convenes”
regularly via the World Wide Web to voice their opinions on a wide variety of
issues relating to biomedical research and clinical technologies. These
experts - representing all aspects of the life sciences and medicine - have
agreed to make themselves available to participate in our online research
activities. The Science Advisory Board members who participated in this study
were drawn from the Board' s Research Panel.
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