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Social media @BJUIjournal – what a start!

When Prokar Dasgupta assumed the role of new Editor-in-Chief of the BJUI in January 2013, he outlined his vision and some of the major changes that the Journal would make as it transitioned to a new editorial team. After 10 years of progress under John Fitzpatrick, it was clear that we are now working in a much-changed publishing landscape, one which will change even more in the next few years. In particular, the way in which medical professionals receive information and interact with colleagues, patients, journals and other professional groups is unrecognisable from what it was just 2 or 3 years ago.

Social media is the driver of much of this change. It has transformed the way in which the current generation of trainees interact—Facebook, Twitter, YouTube, LinkedIn, Urban Spoon, Expedia, Trip Advisor, Instagram – all of these platforms are key conduits for how Generation Z experiences life. This generation will find the idea of a printed journal arriving in the post every month to be anathema. In a world with an ever-increasing amount of content being produced, and much competition for our limited attention span, Gen Z live their lives through mobile platforms capable of delivering the precise content they want, immediately to their devices. Not just that, this content, whether that be breaking news via Twitter, friend status updates on Facebook, job opportunities via LinkedIn, is delivered through vibrant media that allows them to engage and respond by liking, sharing, favourite-ing, re-tweeting and commenting, even as the content reaches them. All of this activity is done through convenient and increasingly pervasive mobile platforms while on the train to work, while queuing for a coffee, between cases in theatre, during a lecture, first thing in the morning, last thing at night. Gen Z will not seek out this type of content – it will seek them out and be delivered straight to their timeline/twitter-feed.

The BJUI is the first surgical journal to introduce an Associate Editor for Social Media. The aim is to devise and implement a strategy to ensure that the BJUI evolves in this new world; to ensure that the next generation of trainees find us a meaningful organisation to engage with and be informed, educated and entertained by. Our fellow Associate Editor, Matt Bultitude (Web) plays an important role here as do our publishers, our Executive team and Editor-in-Chief.

 

Our social media platforms

So what have we done? If you are on Twitter or Facebook you will have noticed that BJUI has come to life on these key social media platforms.

Between January and April 2013, our followers on Twitter have grown from by one third to over 1300, and continue to grow at over 100 followers per month. Through Twitter alone, we have generated huge traffic back to our website with over 3500 link clicks from the hundreds of interactions we have had during this period.

 

 

Advanced social media metrics allow us to measure all of this activity against other organisations active in urology. For example our Klout score has increased from 46 to 55 with a corresponding increase in our Peerindex rating. We are leading the field across all of the key domains we have targeted to date and continue to make progress as we introduce further changes at www.bjui.org in 2013.

Our Facebook site is now highly engaging and is constantly updated with news and content from our website.

 

 

We have recorded over 133 000 page impressions by 23 000 Facebook visitors in the first 3 months of 2013, a huge rise from previously, and all of this traffic gets directed back to content at www.bjui.org, whether that be a Journal article, blog, picture quiz or our new ‘Poll of the Week’.

 

 

Our YouTube site is updated with videos from authors and other multimedia content to complement citable articles published in the Journal. You will see a lot more content added here in coming months.

 

[email protected]

But perhaps the most talked-about area we have introduced is [email protected]. And although we are the first mainstream urology journal to introduce a blog site, other journals have done so with great success. In September, we visited the social media team at the BMJ to get some tips on how they had developed their social media strategy into the very successful multi-platform spectacular, which they now oversee. Juliet Dobson, Blogs Editor and Assistant Web Editor at the BMJ offered some excellent advice to help us get up and running and their former Editor, Richard Smith, remains one of the bloggers we most admire. BMJ Blogs is well worth a visit for aspiring bloggers to read some of the best.

We launched our new web journal on the 2 January 2013 to coincide with the new Editor taking the helm, and also published our first blog that day. From then until April 2013, [email protected] has featured the following:

  • 51 blogs contributed by 25 authors on three continents
  • 193 comments from all over the world, including opinion from some household names in academic urology
  • 16 editorial blogs from our specialty Associate Editors
  • 4 blogs from major urology conferences
  • Multidisciplinary contributions from both authors and comment-leavers

The topics have included everything from urology humour, through the European Working Time Directive, reality TV and an eminent urologist describing his recent personal experience of robotic radical prostatectomy. Our contributors have included many of the key opinion leaders in social media in urology, many of whom are rising stars or already established in academic urology. Also established urology opinion-leaders who are rather new to social media but enjoying the challenge! Other contributors are young trainees who have proved themselves to be talented bloggers already. [email protected] has been highly successful at driving traffic to the Article of the Week as improving quality remains our main objective.

Also of note is the impact that social media has made at urology conferences in the past few months. As part of a planned strategy, the BJUI social media team has been very active posting updates on Twitter, Facebook and YouTube from major urology conferences, thereby increasing the reach of these meetings to a much larger audience and also allowing those following on social media to engage pro-actively with the conference. This has been a very successful strategy; social media metrics confirm that the BJUI team has been leading the social media revolution at this year’s Annual European Association of Urology (EAU) Congress:

 

 

We had set a target that by the end of the first quarter we would have 1000 readers per month visiting [email protected] By the end of the February, we had already had over 9000 visits to our blog site! Each reader spent over 3.5 min reading the web journal and many of them left comments or pushed out links using Twitter or Facebook. We have had many comments posted by readers from every corner of the world and have enjoyed some very humorous posts. For us, social media is all about engagement. We want to use these platforms to allow readers to passively engage with us by liking, sharing, tweeting content that they enjoy whether that is a full paper in the BJUI, a blog post, YouTube video, weekly poll or Picture Quiz of the Week. And for those who want to engage more actively, we strongly encourage you to join the conversation and add a comment.

So we have had a great start to our social media push at the BJUI. And there will be a lot more to come in the coming months. For those of you who are new to social media, we encourage you to dip your toes in by reading a blog or two and adding a comment. Before you know it you will have downloaded the Twitter app to your smartphone and you’ll be off and running! For the Twitterati, we thank you for all your enthusiasm in helping us get social media up and running at the BJUI and we look forward to your blogs, mentions, re-tweets and podcasts over the coming months. Social media is all about engagement – join the conversation @BJUIjournal.

Declan G. Murphy and Marnique Basto

Division of Cancer Surgery, University of Melbourne, Peter MacCallum Cancer Centre, Melbourne, Australia


Declan Murphy is Associate Editor for Social Media at the BJUI.
Follow him on Twitter @declangmurphy

The BJUI Social Media Awards 2013

The BJUI has been very pleased with the large amount of social media activity we have seen across our various platforms since January 2013 when the new-look Journal was introduced. Editor-in-Chief, Prokar Dasgupta, has decreed that he wants the BJUI to be “the most-read surgical journal on the web”, and has recognised the key role that social media plays in realizing this ambition. At the same time, the social media revolution that has engrossed Gen Y and Gen Z and which has transformed the way in which news is communicated, has now taken a foothold in scientific publishing and is evolving.

To recognise the rapidly growing interest in social media in urology, and also to acknowledge those who have played a major role in advancing social media in urology at the BJUI and elsewhere, we this year inaugurated the BJUI Social Media Awards, presented for the first time at the AUA recently. Individuals and organisations were recognised across 20 categories including the top gong, The BJUI Social Media Award 2013, awarded to an individual or organization who has made an outstanding contribution to social media in urology in the preceding year.

This year’s Awards Ceremony was held in the Dublin Square Irish Bar in San Diego during the AUA Annual Meeting. Sixty of the World’s leading social media enthusiasts (the “Uro-Twitterati”), gathered to meet up in person and to see who would be recognised. Sort of like the Oscars but without the wardrobe malfunctions. Yours truly played the role of MC. While most of the awards recognised genuine achievements in social media, there were a few “special” categories which recognised some reasonably strange activity propagated through social media channels!

Todd Morgan and Alex Kutikov, the brains behind Draw MD Urology and Urology Match who won the top award of the evening.

We were delighted to have recipients from all categories present at the ceremony including representatives from the AUA and EAU. The BJUI Social Media Awards Ceremony was competing with the European Urology Cocktail Reception a couple of blocks away but in the spirit of conviviality which we encourage, we welcomed European Urology Editor-in-Chief elect, Dr Jim Catto, and managing editor Cathy Pierce, who popped in for a drink and to collect the EAU awards.

A special thanks to my research fellow Dr Marni Basto who organised this year’s awards, and to Scott Millar and Helena Kasprowicz at BJUI in London who manage our social media and website activity.

For more pictures from the evening, please visit BJUI Associate Editor John Davies Flickr page.

 

Declan Murphy is Associate Editor for Social Media at BJUI. He is a uro-oncologist in Melbourne, Australia

Follow Declan on Twitter @declangmurphy 

 

Comments on this blog are now closed.

 

 

 

John Davis, BJUI Associate Editor: Urological Oncology

 

 

 

 

John Davis, BJUI Associate Editor for urological oncology, talks about why authors should submit to the BJUI.

The aim of the Journal is to publish high-quality papers with high-impact statements. Along with rapid reviews and publication, BJUI is supporting the impact of papers through social media, such as Twitter and Facebook. The journal will still be printed monthly, but additionally have an exciting web interface.

Bringing science closer to urologists

The BJUI has always promoted the best in basic science through its ‘Investigative Urology’ section. However, the new editorial team noticed a small problem – these articles were rarely cited, probably because they were rarely read. As we started speaking to our readers, the truth became rapidly obvious. Most urologists, being clinicians, could not understand the scientific content of these articles. Here was a major challenge. How were we going to attract our surgical readership to science?

Whilst maintaining our commitment to quality, we took three bold steps in discussion with our readership:

  1. Rename the section ‘Translational Science’, so as to highlight the potential clinical relevance of the best basic science papers.
  2. Assemble an editorial team of the best clinician-scientists, not just from molecular and cellular biology but other diverse fields, such as immunology, imaging, engineering and computational sciences.
  3. Precede original science papers with ‘Science made Simple’ articles. These were inspired by the highly successful For Dummies series from Wiley.

The idea behind For Dummies is making everything easier. With >250 million books in print and >1800 titles, For Dummies is the most widely recognised and highly regarded reference series in the world. Since 1991, For Dummies has helped millions make everything easier. Now, Dummies.com is bringing the ‘how-to’ brand online, where readers find proven experts presenting even the most complex subjects in plain English. Whether that means directions on how to hook up a home network, carve a turkey, knit your first scarf, or load your new iPod, you can trust Dummies.com to tell it like it is, without all the technical jargon. For Dummies is a simple, yet powerful concept. It relates to the anxiety and frustration that people feel about technology by poking fun at it with books that are insightful and educational and make difficult material interesting and easy.

Thus we originally thought of publishing articles entitled ‘Science for Dummies’.

Thankfully during a Visiting Professorship in Detroit, one of our science colleagues politely pointed out that urologists are anything but dummies. We have to thank her for suggesting a change of name to ‘Science made Simple’. The format is straightforward – simple language, to the point, along with a simple diagram.

This month we feature an original article on gene fusions in prostate cancer in particular TMPRSS2:ERG. This is made simple by a For Dummies style explanation from Deloar Hossain and David Bostwick. You only have to see the vividly simple diagram to understand how a genetic deletion or translocation can make the joining of two genes possible. Important discoveries of the future will occur if top scientists wherever they maybe, work more closely with their clinical counterparts. We are keen to attract the best science to the BJUI by providing an attractive publishing platform to our best scientists. We also hope that you, our readers will enjoy this new format, engage with quality science in the BJUI, cite these important papers and ultimately relate to their clinical relevance for the benefit of your patients.

Dirk De Ridder, Associate Editor BJUI
Jo Wixon, Publisher BJUI
Prokar Dasgupta, Editor-in-Chief BJUI and King’s Health Partners

 

Design and the new BJUI

One of the most exciting challenges in magazine design is updating the look of a medical journal. In the past, academic publications did not discernibly change their look, even with editorial changes. A recognised font and layout was perhaps seen to imbue trust and respect, which are important to the integrity of the journal. However, just as editorial content and practice evolves there is great potential in pushing forward design and layout in academic text for both the reader and the editorial team.

WOUND Magazine, Issue 2, Spring 2008, courtesy Ben Slater.

Beyond the content, which aims to be of the highest quality, the experience of the reader as his/her eyes ‘walk’ through the journal is paramount. Take the cover – the ‘old style’ journals serve textual content on their front cover, much like the classical paintings depicting a familiar scene. In the same vein, modern abstract pieces evoke something more intangible, more individual. This is not to say we wanted a design based in abstraction, it is in fact the opposite; we wanted the new design to be relevant to the content, the reader and the field. But we needed to break away from the past, to reflect how we are an exciting specialty and to do this we distilled the essence of The Journal into design elements that acknowledged its past but looked to its future. What you see on the new covers are our amazing treasure trove of ‘Surgery Illustrated’ images from Stephan Spitzer and Joe Thüroff, a clean new font and a subtle wave pattern separating text and image, to herald the energy and change that we are proud to be a part of at the new BJUI. More changes lie within The Journal itself. There is greater emphasis on visual relevance: photography, useful illustrations, prioritising content. Different fonts and sizes have been developed to ensure excellent readability. The gamut of section colours in previous editions has been pared down to allow greater visual cohesion. Our readers have told us that it is simply a more pleasant read, graphically speaking.

The same return to clean lines is seen in the new website, www.bjui.org. Web journals usually have a much bigger audience than the paper versions, as they are easily accessible by non-medical groups. In fact, we discovered this when we did an initial analysis of who actually visited our website: answer, a lot more patients and concerned spouses than we assumed. So easy, clear navigation, with an uncluttered, intuitive design were imperative. The effect is plain to see – the website now feels vital: in addition to fully indexed articles of the week and editorials, it has dynamic image reels, blogs, videos, archives and a social media platform, basically all the things that a paper journal cannot provide. By constantly interacting with our readership, we are at the pulse of what is happening in the urology world and our new website aims to be the best forum to do so. So imagine all this resource packed into a single landing page that adapts to any mobile device or tablet. Good design encourages the reader to stay, explore and engage, rather than become overwhelmed and look elsewhere.

In keeping with the theme of bold design, this month we feature a beautiful article from Bennett et al. accompanied by an editorial from Vincent Zecchini and David Neal. The translational message is simple – bicalutamide enhances autophagy of LNCaP cells, which in turn has a pro-survival effect. The inhibition of autophagy enhances the killing of prostate cancer cells by docetaxel chemotherapy. The article contains not just quality science but stunning images of confocal and phase-contrast microscopy, which feature prominently @BJUI.org.

The design of the BJUI will continue to evolve as we grow and explore more ways to bring our message across the global urological, surgical and scientific communities. What you see is only the start of what we aim to achieve. We hope you enjoy the journey with us.

Tet Yap
Associate Editor (Design)

Prokar Dasgupta
Editor-in-Chief

Social media @BJUIjournal: what a start!

When Prokar Dasgupta assumed the role of new Editor-in-Chief of the BJUI in January 2013, he outlined his vision and some of the major changes that the Journal would make as it transitioned to a new editorial team. After ten years of progress under Professor John Fitzpatrick, it was clear that we are now working in a much-changed publishing landscape, one that will change even more in the next few years. In particular, the way in which medical professionals receive information and interact with colleagues, patients, journals and other professional groups is unrecognizable from what it was just two or three years ago.

Social media is the driver of much of this change. It has transformed the way in which the current generation of trainees interact – Facebook, Twitter, YouTube, LinkedIn, Urban Spoon, Expedia, Trip Advisor, Instagram – all of these platforms are key conduits for how Generation Z experiences life. This generation will find the idea of a printed journal arriving in the post every month to be anathema. In a world with an ever-increasing amount of content being produced, and much competition for our limited attention span, Gen Z live their lives through mobile platforms capable of delivering the precise content they want, immediately to their devices. Not just that, this content, whether that be breaking news via Twitter, friend status updates on Facebook, job opportunities via LinkedIn, is delivered through vibrant media that allows them to engage and respond by liking, sharing, favourite-ing, re-tweeting and commenting even as the content reaches them. All of this activity is done through convenient and increasingly pervasive mobile platforms while on the train to work, while queuing for a coffee, between cases in theatre, during a lecture, first thing in the morning, last thing at night. Gen Z will not seek out this type of content – it will seek them out and be delivered straight to their timeline/twitter-feed.

My role as Associate Editor (Social Media) at BJUI, has been to devise and implement a strategy to ensure that the BJUI evolves in this new world – to ensure that the next generation of trainees find us a meaningful organization to engage with and be informed, educated and entertained by. My fellow Associate Editors, Dr Matt Bultitude (Website), Dr Ben Challacombe (Innovation) and Dr Quoc-Dien Trinh (Health Services Research), play important roles here as do our publishers, our Executive team and Editor-in-Chief at BJUI.

So what have we done? If you are on Twitter or Facebook you will have noticed that BJUI has come to life on these key social media platforms.

 

Since 1st January, our followers on Twitter have grown by over 20% to 1151 and we have generated huge traffic back to our website with over 2000 link clicks from the 500 interactions we have had during this period.

 

Advanced metrics allow us to measure all of this activity against other organisations active in urology. For example our Klout score has increased from 46 to 53 with a corresponding increase in our Peerindex rating. We are leading the field across all of the key domains we have targeted to date and continue to make progress as we introduce further changes at bjui.org in 2013.

Our Facebook site is now highly engaging and is constantly updated with news and content from our website.

 

We have recorded over 73,000 page impressions by 11,000 Facebook visitors in the first two months of 2013, a huge rise from previously, and all of this traffic gets directed back to content at bjui.org, whether that be a Journal article, blog, picture quiz or our new “poll of the week”.

 

Our YouTube site is updated with videos from authors and other multimedia content to complement citable articles published in the Journal. You will see a lot more content added here in coming months.

But perhaps the most talked-about area we have introduced is [email protected]. And although we are the first mainstream urology journal to introduce a blog site, other journals have done so with great success. In September, Matt Bultitude and I visited the social media team at the BMJ to get some tips on how they had developed their social media strategy into the very successful multi-platform spectacular that they now oversee. Juliet Dobson, Blogs Editor and Assistant Web Editor at the BMJ offered some excellent advice to help us get up and running and their former Editor, Richard Smith, remains one of the bloggers I most admire. BMJ Blogs is well worth a visit for aspiring bloggers to read some of the best.

We launched our new website on the 2nd January 2013 to coincide with the new Editor taking the helm, and also published our first blog that day. From then until the 28th February 2013, [email protected] has featured the following:

  • 35 blogs contributed by 25 authors on three continents
  • 133 comments from all over the world
  • 8 editorial blogs from our specialty Associate Editors
  • Multidisciplinary contributions from both authors and comment-leavers

The topics have included everything from urology humour, through the European Working Time Directive, reality TV and an eminent urologist describing his recent personal experience of robotic radical prostatectomy. Our contributors have included many of the key opinion leaders in social media in urology, many of whom are rising stars or already established in academic urology. Also established urology opinion-leaders who are rather new to social media but enjoying the challenge! Other contributors are young trainees who have proved themselves to be talented bloggers already. I am quite pleased that the most-read blogs in January and February were written by two young trainees of mine in Melbourne. But I am sure the self-appointed King of Twitter, Ben Davies, and other established stars of urology social media will be vying for such coveted titles as the months go by.

I had set a target that by the end of the first quarter we would have 1000 readers per month visiting [email protected]. By the end of the February, we had already had over 9000 visits to our blog site! Each reader spent over 3.5 minutes per blog and many of them left comments or pushed out links to our blogs using Twitter or Facebook. We have had many comments posted by readers from every corner of the world and have enjoyed some very humorous posts. For us, social media is all about engagement. We want to use these platforms to allow readers to passively engage with us by liking, sharing, tweeting content that they enjoy whether that is a full paper in the BJUI, a blog post, YouTube video, weekly poll or Picture Quiz of the Week. And for those who want to engage more actively, we strongly encourage you to join the conversation and add a comment to any of our blogs.

So we have had a great start to our social media push at the BJUI. And there will be a lot more to come in the coming months – watch for our activity during the upcoming conference season and look forward to the results of the inaugural BJUI Social Media Awards to be announced at the American Urological Association Annual Meeting. For those of you who are new to social media, I encourage you to dip your toes in by reading a blog or two and adding a comment. Before you know it you will have downloaded the Twitter app to your smartphone and you’ll be off and running! For the Twitterati, I thank you for all your enthusiasm in helping us get social media up and running at the BJUI and I look forward to your blogs, mentions, re-tweets and podcasts over the coming months. Social media is all about engagement – join the conversation @BJUIjournal.

 

Declan Murphy is a uro-oncologist in Melbourne and is Associate Editor of Social Media at the BJUI. Follow him on Twitter @declangmurphy

Podcasts Made Simple

The other day we were listening to a podcast of a surgical technique; sadly, it sounded like a report from the BBC’s war correspondent in Afghanistan. The static was considerable and the recording of poor quality, as if transmitted by radiophone from a remote part of the world.

In keeping with our pledge to improve the quality of the BJUI, we present here a simple method of recording and submitting podcasts of the highest quality from your home or office. The results are obvious on bjui.org, where you can listen to a 60-second podcast on successful podcasting, in the BJUI Tube section. We encourage authors who have had their papers accepted to try this simple trick. We look forward to receiving your podcasts, which may enhance your articles in the right circumstances.

If you use an iPhone you should select the preinstalled ‘Voice Memo’ app. Similar apps are available for Android and other systems.

Simply tap ‘record’ when you are ready and start talking. Remember to breathe normally and speak in an even tone.

Once you are happy with your recording, simply use the share button to submit the file to us using our editorial office email address: [email protected]

 

 

In this issue, the Article of the Month is by Cooperberg et al. who present an analysis of the lifetime cost-utility of treatments for localised prostate cancer. This is a timely and controversial paper with an accompanying editorial from Pickard and Vale, who have been involved in a number of Health Technology Assessment. Cost-effectiveness ratios are now as important as clinical effectiveness although it does not necessarily mean that cheaper is always better. You can also enjoy a YouTube video provided by the authors to accompany their article in the BJUI Tube section of our website. To promote immediacy, we request you to add your comments to [email protected]. These will eventually replace the current section entitled Letter to the Editor. The debate needs to be topical and timely and not a year on when hardly anyone can remember what the original fuss was all about.

Prokar Dasgupta
Editor-in-Chief

Matthew Bultitude
Associate Editor, Web

 

Disclaimer: The BJUI does not support any particular smart phone. That choice is entirely up to our readers. Who knows, you may even decide not to have one, hence here is the paper version of our simple trick.

BJUI Online

 

 

Matthew Bultitude, BJUI Associate Editor, discusses the direction the Journal has taken towards the web. The video includes an explanation of the key features that can be found on the BJUI website, including the Article of the Week, Picture Quizzes, Polls, Blogs and Videos.