Abstract
Key points Dissemination should be the other 50% of what authors do: being read and having impact will not happen by itself. Authors can influence discovery and readership through owned media – i.e. their own communication activities. Earned media – i.e. when influencers write about your work – is key to reaching larger and more diverse audiences. There is plenty of data for tracking engagement and use of articles, but it is scattered across multiple tools and providers and can be misleading or even incorrect. Listservs can have higher engagement than modern, ‘cool’, social networking tools.
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