Article promotion on Twitter and Facebook: A case study of Cell journal

Abstract

Social media has become an increasingly important channel of scholarly communication, especially for promoting the latest research outputs, so its role in facilitating access to academic texts is worth exploring. Based on 324 posts containing scholarly articles shared by journal Cell on Twitter and Facebook, this study compared the user engagement performance of articles posted on both platforms and examined the effect of such social media promotion and user engagement on article visiting. The user engagement performance of the articles was measured by retweets, shares, reactions, and likes, while click data tracked through bitly.com were used to indicate article visits. Statistical analysis, correlation analysis, and regression analysis were applied to explore and understand these data. For Cell, Facebook posts have a more significant influence than similar tweets in terms of volume. The user engagement on Facebook is 2.5~4 times as much as on Twitter. Moreover, the click metric of short links shows that Cell’s posts on Facebook directed twice as many visitors to the papers as posts on Twitter. However, the efficiency of the two platforms is approximate when the difference in the volume of followers is eliminated. The correlation and regression analysis suggested that user engagement positively affects the visiting of Cell’s papers. Both reactions and shares would affect the clicks of the short links to paper text. The results shed light on the implications of sharing scholarly articles on social media platforms for the promotion of article visits.