Marketing científico digital e métricas alternativas para periódicos: da visibilidade ao engajamento

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Abstract

O artigo reflete sobre o papel do marketing científico digital no aumento da visibilidade dos periódicos científicos bem como do acompanhamento e avaliação do seu impacto social por meio da altmetria. Para tanto apresenta esse tipo de marketing como forma de promoção e divulgação dos periódicos para os quais seus editores devem: construir e manter uma presença online; oferecer um conteúdo adequado aos ambientes que atuar, e; estabelecer uma atuação responsiva. Discorre sobre os principais indicadores do marketing científico digital e por fim, situa a altmetria como método para coleta e análise de tais indicadores com atenção ao custo e padrões exigidos pelos periódicos.

Translated abstract

The paper reflects about the scientific digital marketing role to raise the visibility of scholarly journals as well as the monitoring and evaluation of their social impact by altmetrics. For the application of this kind of marketing the publishers should build and maintain an online presence; provide appropriate content to environments that act, and; establish a responsive performance. The main indicators of scientific digital marketing is discussed and the altmetrics is considered as a method for collecting and analyzing such indicators. Before opting for the altmetrics service to be used cost and the required standard of journals should be observed.

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Experimental evidence of massive-scale emotional contagion through social networks.

Adam D I Kramer, Jamie Guillory, Jeffrey T. Hancock (2014)

Emotional states can be transferred to others via emotional contagion, leading people to experience the same emotions without their awareness. Emotional contagion is well established in laboratory experiments, with people transferring positive and negative emotions to others. Data from a large real-world social network, collected over a 20-y period suggests that longer-lasting moods (e.g., depression, happiness) can be transferred through networks [Fowler JH, Christakis NA (2008) BMJ 337:a2338], although the results are controversial. In an experiment with people who use Facebook, we test whether emotional contagion occurs outside of in-person interaction between individuals by reducing the amount of emotional content in the News Feed. When positive expressions were reduced, people produced fewer positive posts and more negative posts; when negative expressions were reduced, the opposite pattern occurred. These results indicate that emotions expressed by others on Facebook influence our own emotions, constituting experimental evidence for massive-scale contagion via social networks. This work also suggests that, in contrast to prevailing assumptions, in-person interaction and nonverbal cues are not strictly necessary for emotional contagion, and that the observation of others' positive experiences constitutes a positive experience for people.

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Do altmetrics correlate with citations? Extensive comparison of altmetric indicators with citations from a multidisciplinary perspective

Zohreh Zahedi, Paul F. Wouters, Rodrigo Costas (2014)

An extensive analysis of the presence of different altmetric indicators provided by Altmetric.com across scientific fields is presented, particularly focusing on their relationship with citations. Our results confirm that the presence and density of social media altmetric counts are still very low and not very frequent among scientific publications, with 15%-24% of the publications presenting some altmetric activity and concentrating in the most recent publications, although their presence is increasing over time. Publications from the social sciences, humanities and the medical and life sciences show the highest presence of altmetrics, indicating their potential value and interest for these fields. The analysis of the relationships between altmetrics and citations confirms previous claims of positive correlations but relatively weak, thus supporting the idea that altmetrics do not reflect the same concept of impact as citations. Also, altmetric counts do not always present a better filtering of highly cited publications than journal citation scores. Altmetrics scores (particularly mentions in blogs) are able to identify highly cited publications with higher levels of precision than journal citation scores (JCS), but they have a lower level of recall. The value of altmetrics as a complementary tool of citation analysis is highlighted, although more research is suggested to disentangle the potential meaning and value of altmetric indicators for research evaluation.