Content planning for a social networking site of scientific journal

Abstract

More and more academic journals are using social media these days. Social media activity requires planning, and the effectiveness of attracting the target audience depends on how well the content is selected. This paper discusses how to develop a content plan for a social networking scientific journal. The basic concepts are disclosed: content, content plan, target audience, tangible and intangible actions of the target audience. The results of a sociological survey of potential target audience of scientific journal are given. The majority of survey participants indicated that they would like to see the content of the social network of a scientific journal to be more diverse and attractive. To increase diversity and attractiveness it is proposed to divide the content in the social network of a scientific journal according to three objectives: to broadcast the values of the journal, to demonstrate the expertise of the editorial board, to sell the services of the journal. With the proposed content builder, scientific journal editors can start and maintain a successful social media campaign and effectively engage with the target audience.