ISF 2026 will bring together researchers, academic leaders, policymakers, industry experts, and students from across the country, creating a national stage to exchange ideas on the future of science, research, and public engagement in India. Through its participation, CACTUS aims to contribute meaningfully to these conversations by sharing perspective on responsible innovation, research integrity, and the evolving relationship between science, society and policy.  

The partnership reflects CACTUS’ long-standing commitment to strengthening India’s science and technology ecosystem, including its continued support through the sponsorship of a fellowship grant for over two years. Through this engagement, CACTUS aligns closely with FAST India’s mission to advance research and policy engagement, institutional capacity building, government collaboration, corporate participation, and science communication across the country. 

During the two-day event, CACTUS will engage participants through an experiential booth, an expert talk, and two panel discussions.  

• A CACTUS representative will deliver an expert talk titled Ctrl + Alt + Ethics: Navigating AI Without Losing Your Way for audiences ranging from school students to doctoral researchers, focusing on responsible technology use in academic and scientific contexts.  
• The first panel discussion Good Data, Great Stories: Bringing research to public understanding will explore how scientific research can be communicated more effectively to broader audiences. 
• The second panel discussion, centered on book fellowship, will highlight the role of non-fiction science literature in strengthening public understanding of research. 

Commenting on the collaboration, Akhilesh Ayer, CEO, Cactus Communications, said, “India’s research and innovation landscape is rapidly expanding. Forums such as the India Science Festival bring together academia, policymakers, and industry to engage in critical discussions that shape the future of science. Our partnership with ISF reflects CACTUS’ unwavering commitment to supporting the growth of Indian science by promoting responsible and ethical use of AI in research.” 

Siddharth Bhatia, Chief Growth Officer, Institutional Sales (West), Cactus Communications, added, “Our engagement at ISF 2026 goes beyond event participation. It reflects our intent to build long-term, meaningful collaboration with universities and research ecosystems across India, and to shape the next phase of science. By engaging in discussions on ethics, communication, and research impact, we aim to contribute to a more responsible, inclusive, and globally connected research ecosystem.” 

Over the years, CACTUS has worked closely with academic institutions, publishers, societies, and national bodies in India and globally to support researchers across the research cycle. Through its participation as an Industry Partner at ISF 2026, CACTUS continues to invest in initiatives that strengthen scientific capacity, encourage responsible research practices, and amplify global visibility of Indian research. 

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Designed specifically for senior leaders in academic and scholarly publishing, this first-of-its-kind conference by CACTUS will feature discussions on how publishers can move beyond apprehension towards AI and instead embrace it as a strategic tool to strengthen decision-making, streamline workflows, and enhance value creation across the publishing process. 

Professor Mike Grandinetti, Executive Fellow at Harvard Business School and a globally recognized expert in innovation strategy, AI, and digital transformation will deliver a keynote address. Known as a thought leader in AI, he will share insights on how AI can augment human potential, reshape processes, and foster a culture of innovation. Commenting on his participation, he said, “I’m excited to be supporting Cactus Communications by keynoting their upcoming conference in Washington DC & coaching their clients on the power of AI in publishing.” 

Adding an industry perspective, Dr. Sarah Tegen, Senior Vice President and Chief Publishing Officer, Publications Division, American Chemical Society (ACS), will discuss how scholarly publishers can adopt AI responsibly and effectively while ensuring integrity, equity, and trust remain central to the publishing process. She commented, “The potential for human beings helped by AI to innovate in scholarly publishing is vast. I applaud CACTUS for their thought leadership and look forward to a productive day of discussion.” 

Speaking about the event, Nikesh Gosalia, Chief Partnership Officer, Cactus Communications, said, “This event marks a defining moment for CACTUS and the broader publishing community. As the industry grapples with uncertainty around AI, from data security and accuracy to declining traffic and revenue risk, we aim to move the conversation from hesitation to action. With insights from Professor Grandinetti and Dr. Tegen, we will explore how human-AI collaboration can drive reliable, responsible innovation. Washington, DC, is the first step in a global dialogue to shape the future of scholarly communication.” 

The event on Reinventing Publishing with Human-AI Collaboration represents CACTUS’ ongoing commitment to thought leadership, driving open discussions on the evolving role of AI in research and publishing. 

 Those interested in attending can contact rachel.ennis@cactusglobal.com for more information. 

The post Cactus Communications to host an exclusive event on “Reinventing Publishing with Human–AI Collaboration” in Washington, DC appeared first on CACTUS.

As part of its continued commitment to advancing dialogue around research communication and equitable knowledge dissemination, Editage will host a live fireside chat titled “From Access to Impact: Rethinking Open Access for a Global Research Community” on October 23, 2025, at 8:30 PM IST. The session will feature Colleen Campbell (Strategic Advisor & Coordinator), a leading advocate in the open access movement, in candid conversation with Chirag Jay Patel (Head of Sales & Business Development – Americas, Cactus Communications). They will explore how open access is shaping global research practices, and how libraries, consortia, and institutions are driving transformative changes in publishing and open access models.

In the lead-up to the event, Editage will also release two special episodes of its Insights Xchange podcast series hosted by Nikesh Gosalia (Chief Partnership Officer, Global Publishers & Societies at Cactus Communications). The first features Colleen Campbell, discussing libraries’ transition from subscription-based access to supporting open publishing, and the fundamental role that equity, transparency, and author rights play in this shift. The second episode will have Mandy Hill (Managing Director of Academic Publishing at Cambridge University Press), as the special guest, sharing insights into the evolving role of university presses and why equity must be weaved into every step of the open access journey.

Throughout Open Access Week, Editage will also publish a series of articles and interviews featuring key opinion leaders from the scholarly publishing space, including Duncan Nicholas (Development Editor, Reproductive Biomedicine Online), Iva Grabaric Andonovski (Vice President, EASE), Rachel Martin (Global Director of Sustainability, Elsevier), and Roohi Ghosh and Chris Leonard from CACTUS. We explore their perspectives on how open access continues to evolve across the academic publishing ecosystem.

Open Access Week offers an important platform for publishers, journals, researchers, funders, and institutions to engage in critical conversations that shape the future of scholarly communication. As the open access movement continues to gain momentum, and open access practices and policies increasingly influence how research is shared and consumed, understanding these shifts is necessary for keeping up with the evolving publishing landscape and ensuring that the benefits of research reach the widest possible audience.

To be part of Editage’s Open Access Week event, please visit: https://www.editage.com/insights/international-open-access-week

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What are mini-programs?

WeChat mini-programs are sub-applications that can be accessed by scanning a QR code or searching within WeChat. This reduces the time of download and installation, thereby meeting the demand for easier, quicker, and smarter applications.

Why mini-programs are popular

WeChat mini-programs have been widely adopted across industries because of six powerful features:

First, the name of the mini-program is unique; it is the same as the domain name and the network real name (whoever registers first owns the name). This feature allows the publisher or society to maintain its brand identity and image.

Second, the “all-in-one” design of mini-programs provides great convenience for users. They do not need to spend time in download and installation, mini-programs are easily searchable, and users can interact with other applications. As academic researchers are typically hard-pressed for time, a mini-program that helps them save time is likely to appeal to this audience.

Third, mini-programs can integrate with online shopping systems seamlessly, both for mobile devices and PCs. Fourth, mini-programs have multiple access pathways, such as by scanning a QR code, searching within WeChat, and hyperlinking in WeChat articles. This makes it comparatively easier for a publisher or society to promote their mini-program. Fifth, mini-programs have strong transmission ability. Finally, mini-programs support various APIs, enabling easier customer service and improving customer communication.

Differences between a WeChat account and mini-program

Several of the world’s leading publishers have started using WeChat accounts for outreach in China, but not many have explored the full potential of WeChat mini-programs. There are some differences between accounts and mini-programs. First, a mini-program is an application: once the function or settings have been changed, the application needs to go through the app approval procedure, and this procedure is more rigid than the procedure for just a WeChat account. Second, mini-programs can be developed only by using the WeChat development tool, while WeChat account functions can be developed using any development tools. However, mini-programs are more powerful than WeChat accounts in supporting user interactions, as described earlier.

How can scientific organizations or publishers use mini-programs?

The Chinese Academy of Sciences (CAS) WeChat account has a mini-program named Periodical Division Table of the Center for Documentation and Information, Chinese Academy of Sciences. This mini-program provides three main services: searching for journal rankings, institutional account login, and information navigation. In a WeChat account, this level of user interaction and information exchange is not possible. Mini-programs enable publishers and research societies to increase user stickiness, reduce application development and operation costs, improve the accuracy of user data statistics, and facilitate multi-channel sharing for better publicity and to reach more end users. Through mini-programs, publishers can offer specific services or solutions to meet the needs of their WeChat audiences.

Below are some screenshots for how CAS uses WeChat mini-programs.

How to set up a mini-program

Setting up a mini-program is not as complex as it seems, if you follow the below steps.

• Ascertain what functions of mini-programs you need.
• Scan the QR code in the screenshot below and register the name of your mini-program.
• Ask your experts in HTML+CSS+JS to develop the mini-program by following the developer framework. Check the developer forum for details.
• Submit the code of your mini-program to the WeChat approval panel for approval.

Conclusion

As journals, publishers, and scientific societies attempt to engage more and more with the Chinese research community, it will become increasingly necessary for them to not just adopt but also fully optimize their use of local communication channels like WeChat. Mini-programs are a valuable feature that can complement and enhance a publisher’s or society’s WeChat strategy by making it easier, faster, and more convenient for users to obtain the information they want.

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• Global Science

Global Science 环球科学 is Scientific American‘s exclusive licensed Chinese edition. Global Science maintains its American counterpart’s rigorous, objective reporting while focusing on topics of interest to Chinese researchers. Global Science has four registered official accounts on WeChat (as can be seen in the screenshot below) of which only two are active.

According to the Qingbo report, as of July 2022, Global Science’s WeChat public account with the ID huanqiukexue has a read rate of 47,325 and was ranked 1345 among all WeChat public accounts (which number over 20 million). This account focuses on journal article promotion and publishing. The second account with the ID keyanquan focuses on the latest academic news and has a lower read rate (38,318) but is still ranked very high at 2357. These two public accounts engage with the majority of researchers in China through services like an online bookstore, job postings, article recommendations, and research promotion solutions.

Global Science has successfully created a strong presence among researchers in China by setting up separate WeChat accounts with a different focus but publishing high-quality reports and original articles.

• Voice of the Chinese Academy of Sciences

The Chinese Academy of Sciences (CAS) is both the academic governing body and national think tank of China. It drives national technological innovation, supports science and technology research throughout the country, and also includes a comprehensive research and development network. CAS has a strong presence on several China-based social media platforms, including Weibo and WeChat, and it also publishes videos and e-journals.

The WeChat account of CAS, Voice of the Chinese Academy of Sciences (中科院之声ID: zkyzswx), has a daily read rate of 26,700 and as of July 2022 is ranked 2651 among all WeChat accounts according to the Qingbo report. Unlike other associations and societies in China, CAS publishes only news articles through WeChat and does not offer any other services. Their articles are comprehensive in scope and cover various developments in Chinese scientific research. Uniquely, all of their articles include an audio introduction and text.

• Academic Record

Academic Record is a platform for academic communication and education founded by researchers from prestigious universities such as Communication University of China and Renmin University of China. Over 2 million university professors, doctors, and researchers are active on this platform. Its mission is to promote the growth of Chinese research, cultivate talent in China’s research community, and disseminate research advances, particularly in the humanities and social sciences.

As of July 2022, the WeChat account of Academic Record学术志 has a read rate of 35,316 and is ranked 2650 according to the Qingbo report. Academic Record has made headway in increasing user stickiness by providing various services through its WeChat account. These include article publishing, academic courses, free e-books, and AI-assisted research topic analysis. In China, it has a strong brand image as a top source of skills-based knowledge and courses for self-paced learning.

The Bottom Line

Organizations have employed different strategies to succeed on WeChat, considering their organizational goals, structure, and resources. There’s no one-size-fits-all path to a strong WeChat presence; successful organizations are constantly monitoring and refining their tactics to improve engagement and connect with the Chinese research community.

What drives high read rates and user stickiness in WeChat? View this guide to learn more.

The post WeChat for Academia: 3 Scientific Accounts with High Engagement appeared first on CACTUS.

1. Segmenting and targeting members

Research societies already apply some form of strategic segmentation (such as special prices and programs for students, early career researchers, etc.). Societies can drill down to find further segments within the broader groups of members, such as by geographical location, subfield, or even type of workplace (e.g., university vs. hospital). As part of this process, it’s important to also acquire detailed knowledge about the targeted segment(s)—not just their research-related needs but also their overall lives, especially challenges. Information  behaviors are influenced by a variety of factors, including demographic, job-related, and psychological.

2. Collecting and analyzing data

With societies offering more and more online resources and communication channels, analytics are a powerful tool for identifying how exactly members engage with these resources and what generates maximum engagement. For example, are webinars more popular than podcasts for continuing education? Does making a page mobile friendly increase its views, and by how much? All these questions and more can be answered by regularly collating analytics for the society’s web properties. In addition, focus group discussions can be a valuable source of information, enabling societies to understand what underlies the numerical data that analytics provides.

3. Refining offerings to cater to the target segment(s) content consumption pattern

Using the insights gained from the first two steps, societies can optimize the content they provide each segment. In other words, the insights collected should form the basis for decisions such as whether to provide career advice and support beyond a jobs board, whether training programs for early career researchers should focus on writing skills or more specifically grant application skills, etc. Further, knowing whether a target segment, such as practitioners, uses a smartphone or computer to stay updated can allow the society to optimize the content format used to deliver research updates (e.g., podcast vs. email newsletter). Similarly, if a particular segment doesn’t have a stable, high-speed Internet connection (e.g., because they are doing fieldwork in remote areas), they would probably prefer downloadable PDF handbooks to livestreamed webinars. Knowing how many members don’t attend webinars because they are in the wrong time zone can enable societies to set up online libraries for accessing webinar content. These are some ways that existing offerings can be customized if the segments are targeted and their consumption patterns are clear.

See also: How synthesizing multiple papers into single infographics helped the American Society of Clinical Oncology ensure clinicians received critical updates

4. Employing a multichannel approach for promotion

It’s necessary to communicate offerings to the target segments through multiple channels, based on their communication preferences. Relying on a single communication channel like email limits a society’s reach and visibility. Promote your content offerings in multiple places, such as your newsletter, direct emailers, on your conference website, on your society website, and on multiple social media platforms, based on how your target segment searches for and accesses information.

Conclusion

Societies are investing significant time and effort in diversifying their revenue streams, particularly by leveraging their rich content resources and position as thought leaders in their fields. For a content plan to have maximum effectiveness, it needs to be based on strategic understanding of their members and what drives their uptake of society offerings.

Early career researchers can play a significant role in revitalizing your society. Download this whitepaper to learn more about engaging and retaining these members.

The post Maximizing Member Uptake of Your Society Offerings: A Four-Step Approach appeared first on CACTUS.

What is WeChat?

WeChat is one of the most popular social media platforms in China. It was launched in 2011 by the Chinese company Tencent as a free instant communication mobile application. It now has expanded beyond instant messaging to include, among others, a social feed (called “Moments”), a news feed, a short video platform, a payment gateway, and even a workplace communication and collaboration tool called “Enterprise WeChat.” Businesses can set up official accounts to connect with clients and post promotional content. Users can add and follow these official accounts through a special “shake” feature, by searching for a number, by checking the “nearby people” option, or by scanning a QR code. The Moments function also allows users to easily share content with friends in the form of text, videos or images. As of May 2022, WeChat had over 1.2 billion active users per month.

Publishers Using WeChat

A number of leading international publishers have set up official WeChat accounts to engage with Chinese researchers through content. Let’s look at a few examples:

Nature

According to the 2018 Annual Report of the top 1000 WeChat public accounts in China, the Nature account published 1216 WeChat articles in 2018 and got 5,760,000 reads, making it the most successful WeChat account owned by an international publisher in China. The Nature account provides multi-media content, including videos, text, and images. Of the total published articles, 75% were original ones. In 2018, the most popular article got 70,000 reads and 309 likes. Nature’s WeChat account (Figure 1) also provides services for researchers (e.g., researcher support, institutional collaboration, career support, and online courses), articles about research (e.g., a guide to open research, updates abouts the research community, announcements about outstanding papers by Chinese authors, and book publication announcements), and general services (e.g., journal subscription, email subscription, and About Us, Join Us, and Contact Us sections).

Figure 1: Nature’s official WeChat account
Source: WeChat

Taylor & Francis

Like the Nature account, the Taylor & Francis WeChat account (Figure 2) provides multi-media content (videos, text, and images). Taylor & Francis has taken continual steps to improve the performance of its WeChat account, and published 192 articles between January and July 2022. Through the account, users can check the status of their manuscripts and access academic resources (e.g., recommended books and journals, open access, research news and the publisher’s official Chinese website). The Latest News section covers job opportunities, Q&A articles, and interviews with deans and eminent researchers.

Figure 2: Taylor & Francis’ official WeChat account

Source: WeChat

Elsevier

Elsevier’s WeChat account published 304 articles in 2018 and received 100,000 reads. 43% of these were original articles and the most popular article received 6911 reads and 29 likes. Its rich video content has also received attention. The account provides author services (e.g., publishing advice and editing services) and research-related services (e.g., resources for authors, editors, and reviewers). Users can also access Elsevier books, journals, products, and solutions. They can search for, receive updates on, and register for academic conferences.

Figure 3: Elsevier’s official WeChat account

Source: WeChat

Springer

In 2018, Springer’s WeChat account has 542 articles, of which 319 were original. The most popular article received 4402 reads and 24 likes. The account also published 8 short videos, with hundreds of views but comparatively fewer likes. Through the account, users can obtain information about book publication and journal submission, access resources, contact journal editors, and subscribe for e-books. The account also has a recommended journals section for engineering, social science, environmental science, business and economics, and geography.

Figure 4. Springer’s official WeChat account

Source: WeChat

Wiley

Unlike other publishers, Wiley has not published any video content using its WeChat account. In 2018, it published 292 articles, of which 146 were original ones. The most popular article received 2663 reads and 10 likes. Through the account, users can access publishing resources and journal recommendations, author support services (e.g., translation and research promotion), and Wiley China’s official website.

Figure 5: Wiley’s official WeChat account

Source: WeChat

Conclusion

Using WeChat to connect with Chinese academia calls for in-depth understanding of this platform and how users engage with it. However, considering its immense popularity in China and ability to provide practically any kind of service, investing in WeChat is worthwhile for an organization trying to expand its presence in China.

What makes some publishers’ WeChat accounts so successful? Take a look at this guide to WeChat best practices to learn more

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1. Communication gap between authors and journals

Authors often face difficulty in complying with journal submission guidelines. Correspondingly, a common problem encountered by publishers is authors’ failure to adhere to their specific guidelines, leading to desk rejections and delays in the overall publishing process. A study that delved into common reasons for manuscript rejection reported that 9% of the papers they analyzed were rejected because of non-adherence to the journal’s formatting guidelines. This shows a disconnect that exists between authors and journals. In 2018, Editage published a large-scale global survey exploring the problems authors face in academic publishing. Almost 7,000 respondents from over 100 countries took part in this survey, with the top 10 countries corresponding to the top research producing countries in the world. In the survey, 49% of the respondents indicated that they hesitate to contact journal editors for pre- and post-submission inquiries. They perceive the journal editors as unapproachable or are uninformed about the means available for communicating with journals. Non-native English speakers especially found manuscript preparation to be challenging. They also tend to lack confidence in their English language skills and hesitate to contact journal editors, fearing repercussions for their submissions. This presents the need for journals to make it easier for authors to find and use available communication channels on their websites.

2. Problems with peer review feedback and process delays

Peer review is one of the most time-consuming parts of the publishing process. A study reported the average time taken for the first response is 13 weeks, which can vary based on the field of research. The time-taken is further extended with multiple rounds of peer review and extensive revisions required by authors. About 47% of the Editage survey respondents expressed conflicting comments from different reviewers as a pain point and 46% felt that reviewers at times requested authors for additional research to be done, which may not often be feasible. Publishers and editors can play a crucial role in making this process more efficient. Some suggestions include diversifying the reviewer pool by inviting more reviewers from across the globe and involving more ECRs, and acknowledging and crediting reviewers. Initiatives such as setting guidelines or providing training for peer review focusing on objectivity, scope, transparency, and accountability can also help in alleviating some peer review-related challenges. Offering systems for authors to provide feedback regarding their experience and the quality of peer review may also help publishers gain more insights into improving this process.

3. Lack of clarity on publication timelines

The survey showed longer turnaround time for publishing as one of the most urgent concerns that needs to be addressed. Timely publication of research is crucial for dissemination of information; in some cases, delays can also cause the final published article to be outdated. Prolonged publishing timelines can also affect scholarship applications, further burdening authors’ academic careers. “Scooping” by competitors is another concern that plagues authors. While the time taken to publication can depend on a variety of factors, journals and publishers can identify gaps in their processes and take steps to mitigate delays. Journals can not only regularly check the efficiency of their processes but also maintain transparency in informing authors about the time it will take to get published in the journal. This will set the right expectations and help authors plan better. Publishers can also provide regular updates about changes in manuscript status, thereby keeping the author in the loop during the publishing process. To further assist authors, journals can provide information about common queries around publishing delays and timelines.

4. Issues related to submission requirements

Preparing manuscripts for submission can be an arduous task, notably for non-native English speakers. Providing comprehensive, simplified guidelines and explainer videos may help in making this step easier. Typically, every journal has its own set of author guidelines and authors must often rework on their manuscript to comply with them. This process can be repetitive, redundant, and eventually time-consuming while resubmitting the same manuscript to a new journal. A suggestion would be for publishers to standardize submission guidelines across journals to make the resubmission process easier for authors. Simplifying journal requirements and guidelines can go a long way in improving authors’ experience with the publishing process. Authors are important stakeholders in the publishing system and an author-friendly attitude can better represent their interests

The post Four Author Concerns Publishers Should Know appeared first on CACTUS.

It’s therefore not surprising that many international publishers are looking to engage with research communities in specific countries, through customized and localized messaging strategies. Digital engagement is obviously easier and faster than setting up physical offices in a new country. However, a one-size-fits-all approach to digital communication rarely works with international audiences, and publishers need to know certain things about any new market they enter.

What Academic Publishers Should Know About a New Market

1. Local information behaviors – The way researchers search for, access, and share information can vary quite drastically between countries. A 2020 study of early career researchers found that Chinese participants were least likely to use social media to share research for reputation-building, while US and UK participants were less likely to read a paper based on its journal’s impact factor or number of downloads. Searching and sharing behaviors are strongly influenced by local infrastructure, economic and political policies, and culture. For example, South Korea’s superfast Internet speed and high smartphone penetration result in an overwhelming preference for mobile-friendly content among South Korean researchers. Further, Naver is the primary search platform, rather than Google, which means that SEO strategies need to be adapted to Naver for this market.
2. Attitude toward trends in scholarly publishing – To successfully engage with a country’s research community, a publisher needs to understand the general attitude towards highly divisive topics like open access, data sharing, preprints, etc. For example, a study in Croatia found that researchers were largely neutral toward open peer review, open data, and use of preprints, whereas in a Korean survey, more than half of the participants positively viewed preprints and open access. Obviously, a publisher cannot change its stance on, for example, preprints, based on the sentiments prevailing in a particular country, but the publisher can make an effort to understand and address the apprehensions of the local research community (e.g., fear of getting scooped). Chinese researchers’ attitudes toward open access journals are complex and changing. Download this whitepaper to learn more.
3. What competition is doing – Building an online presence in a new market requires publishers to see how their competitors are engaging with the community and creating a following. These competitors could be local players or even other international scientific brands that have successfully created a presence in the new market. For example, is their content mobile-friendly? How are their websites organized? Do they share localized or curated content? Do they use email or social media marketing?  
4. Social and cultural norms around the research community – Publishers need to understand their audiences as a whole, if they want to successfully engage with them. For example, Chinese researchers report high competition and stress levels with regard to getting their papers published, despite government efforts to reduce reliance on publication in SCI journals for decisions related to promotion, tenure, and funding. 
5. Local social media platforms and how they are used – It’s not surprising that some countries have their own social media platforms (e.g., WeChat in China, KakaoTalk in Korea). And publishers looking to build an online presence in these countries cannot afford to overlook their social media platforms. However, merely setting up an account on a new platform can be futile, without a deep understanding of how people use it. For example, WeChat provides a comprehensive suite of solutions to users, beyond just messaging and content sharing (e.g., games, payments, booking cabs, and even access to some government services). KakaoTalk allows users to follow brands or celebrities through its “Plus Friend” feature and also send real-life gifts to friends, all without leaving the platform. Publishers therefore need to understand how researchers actually use a particular platform and then optimize their content accordingly. See also: Why The BMJ had difficulty engaging with Chinese researchers and how using WeChat helped
6. Popularity of international platforms in the local market – Even though many social media platforms that publishers currently use are popular internationally, publishers will find that they have to tweak their social media mix and strategy when they enter a new market. For example, Facebook is a popular source of news in the US, but in India, WhatsApp and YouTube are more popular as news sources and Facebook is seeing plateauing growth despite there being more Facebook users than any other country. In other words, publishers will need to set up local accounts even on internationally used platforms, and then follow unique strategies to build local followings.

Conclusion

For academic publishers, entering a new market is not a matter of simply setting up a site with a local domain and translating existing website content. To build a successful online presence in a new country requires deep understanding of multiple social, cultural, and political factors. Publishers therefore need to invest time and resources into understanding the local research community, before they can successfully engage with them.

Here’s your handy guide on how to adapt your social media content for a new market–

The post Building a Digital Presence in a New Country: What Academic Publishers Should Know appeared first on CACTUS.

What is social listening?

Social listening is all about monitoring various social media platforms for mentions of your conference as well as conversations around it, and then analyzing the data while paying attention to mood and sentiment. In simple terms, you’re not just tracking how many times your conference hashtag has appeared on Twitter, but what users are actually saying and feeling about the conference.

Why is social listening crucial in 2022?

The 2022 conference arena is rapidly changing. Towards the end of 2021, many societies were optimistic about resuming in-person conferences in the following year. The emergence of the Omicron variant of COVID-19—and subsequent travel bans and lockdowns—has thrown a spanner into the works. Conferences scheduled for the first quarter of 2022 are likely the most vulnerable, with organizers grappling with the possibility of last-minute venue cancellations and even speaker/panelist no-shows. In this scenario, societies need to keep an ear to the ground and provide timely and sensitive responses to members’ and attendees’ concerns.

Does social listening really work for academic conferences?

Conference organizers may assume that most people are excited and delighted to attend a conference, especially in-person. After all, isn’t that what people have been hoping for since 2020? Social listening data can show that attendees’ feelings toward in-person events are much more complex and nuanced. When the American Historical Association declared that its January 2022 conference in New Orleans would continue to be held in-person, despite surging Omicron case numbers, the society drew flak on Twitter, and some tweets opposing the in-person event were even covered in news portals.

Social listening can also provide conference organizers insights on barriers or challenges faced by attendees, such as acceptance emails going to junk mail, time zone difficulties for virtual events, or the annoyance of cancelled flights and hotel registrations.

How can societies ace social listening?

Here are some tips to make your social listening more effective and translate into practical results.

Identify your audience

Is it just researchers or does it include undergrad and graduate students, practitioners, non-profit bodies, etc.? Is it confined to one country or is it global? What platforms do they use? Once you figure these out, your social listening becomes more purposeful and practical.

Form relationships

Rather than firing off a series of announcements about your conference at your followers on social media, take time to engage with them on a personal level. For example, congratulate a PhD student who’s excited about their first conference presentation (and respond to their plea for advice on how to present!). Have two-way conversations with your followers, which will ultimately lead you to uncover new insights and pain points for your potential attendees.

Respond to criticism appropriately

No matter how well a conference is planned, there will be hiccups. Perhaps a supplier has failed to deliver, or critical equipment has malfunctioned. Timely and empathetic responses to negative comments are a way of showing all your attendees that you care about their comfort and convenience.

Don’t underestimate the effort involved

Effective social listening is not the same as mindlessly scrolling through various social media platforms. You’ll need to pick a tool(s) that meet your society’s needs and budget and ensure that those responsible for creating and responding to posts are appropriately trained. Finally, you need to formulate a plan for handling and analyzing the data you collect, so that you obtain actionable insights.

Pro tip: Partnering with a trusted agency like Impact Science can help you up your social listening game, while saving your employees’ and volunteers’ time and effort.

Conclusion

Whether your 2022 conference is in-person, virtual, or hybrid, your society cannot afford to disregard the power of social media. The conference landscape has not only turned upside down but is constantly changing and evolving. Social listening is one of the simplest and most effective ways in which you can engage with attendee

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