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Social Media for Authors: A Case Study

The Public Historian

About the Journal

The Public Historian (TPH) publishes the latest scholarship and applications from the field of public history. As the official journal of the National Council on Public History (NCPH), TPH content is supported on the society’s communication networks, including its blog (History@Work), Facebook (5k likes), and Twitter (6k followers).

Lyra D. Monteiro

About the Author

The February 2016 issue of The Public Historian (Vol. 38, No. 1) contained a review essay by Lyra D. Monteiro on “Race-Conscious Casting and the Erasure of the Black Past in Lin-Manuel Miranda’s Hamilton.” Monteiro is a history professor at Rutgers University with an active Twitter presence (1.3k followers).

Making the Content Relevant

The author’s provocative review essay on the hit Broadway musical Hamilton was published when the musical was starting to get major attention in popular culture. Thanks to collaborative marketing efforts from the author, society, and publisher—a timely, well-written article by Monteiro shared across her personal and professional networks, a series of blog posts and social media promotions by NCPH, and targeted email marketing by UC Press—the article achieved an impressive reach and impact among both academic and mainstream audiences.

Media Highlights

  • Feature-length author interview in Slate
  • Feature articles (including links to Monteiro’s article) in the New York Times, PBS Newshour, The Week, and Vox
  • Reposts of the aforementioned feature articles in The Huffington Post, MSN, and Raleigh News and Observer

Online Usage Highlights

  • 16,500 website visits to the journal’s homepage (during peak media attention)
  • 5,486 webpage visits to the direct article page (during peak media attention)
  • 4,732 article accesses (during peak media attention)

Altmetric Highlights

  • Scored in the top 5% of all research outputs scored by Altmetric
  • Compared to the score of 235,811 tracked research outputs that were published within six weeks on either side of this article, Monteiro’s article scored higher than 98% of its contemporaries
  • Posted in 45 tweets from 37 users, with an upper bound reach of 69,043 followers
  • Posted on 5 Facebook pages and on 2 Google+ pages