This page is older archived content from an older version of the Emerald Publishing website.

As such, it may not display exactly as originally intended.

Books author hub

Starter guide

Icon: Social media.Are you an academic who is lost in the wilderness of social media? Read our starter guide to creating a Twitter account and using it to disseminate research.

Social media for authors

A quick reference guide to effective social media for authors

Social media author guidelines

At Emerald we are engaged with social media across a range of platforms and channels.

The following guidelines aim to help you make the most of our existing social presence, and think about developing or expanding your own. We recommend that you don’t stretch yourself too thin; pick the mix of channels that works best for you.

You can find us on Twitter, Facebook, LinkedIn and YouTube:

Twitter  feeds. Facebook page. Linkedin. YouTube.


With a tight word count (140 characters), Twitter is the ideal platform for disseminating news, sharing announcements or short topical comments and opinions. Tweet as regularly as you can, and point followers to your website landing pages, blog or specific book content.

If you don't already have a Twitter account, it is quick and easy to set one up. We recommend that you use your real name in the field marked 'real name' and an intuitive and discoverable version of this for your username (your handle will be @username). Find followers, using Twitter's 'find people' search function. Generally, we find that about half of the people you follow will follow you back. You can also find people interested in your subject area by searching for specific keywords.


  • Add #hashtags to your posts to categorize them and make sure they are included in relevant conversation streams.

  • Use URL shorteners to maximize space in your tweet.
  • Twitter is an extremely noisy space, you have to compete to be heard, we recommend 3-5 tweets a day.
  • @the relevant Emerald twitter feed in your tweet when you have space – makes it easier for us to 'see' it and try to retweet, or engage with your content in some way.
  • As well as tweeting links to your content, you can share information on publishing milestones, events and readings.
  • Use images when you can, as they encourage engagement with your tweets.
  • As well as our main account, @EmeraldGlobal, Emerald’s Twitter subject feeds are:
Accounting and Finance Emerald Library Emerald Sociology
Economics Emerald Management Emerald Strategy
Education Emerald Marketing Emerald Tourism
Health and Social Care Emerald Political Science International Business


Facebook can be a good place to connect with current and potential readers. The platform enables users to create profiles or pages with photos, lists of personal interests, contact information and many other details.

We use our Emerald Facebook page to link to other content – on our website or YouTube channel or blog. For you, this is a great platform for promoting your work and building your community. Setting up a page on Facebook allows you to create a professional presence that is distinct from your personal profile. A public page enables you to establish a two-way conversation with your readers via wall posts, discussions, polls and more.


  • The main difference between Facebook and Twitter is the frequency of posting – once a day is recommended on Facebook (and if you are posting more than that,  then make sure they are well spaced out).

  • Try to include a photo or graphic in any post.
  • Focus each post on a single subject and include a question, link, or call to action to boost engagement.
  • Remember, your posts will appear among news from friends and family, so stick to a conversational tone and avoid being overly promotional.

Visit our Facebook page...


Developed around professional networks, LinkedIn provides the ideal platform to advertise events, promote book content, network and participate in group debates. If you aren’t already on LinkedIn you can set up a personal profile very easily. Once you have completed this profile, detailing your experience, you can begin connecting with colleagues and friends.


  • Try to post 4-5 times a week.

  • Tailor your content for a professional audience.
  • Join the many LinkedIn groups dedicated to professional interests. Joining these groups and posing questions or responding to queries from members can be a great way to showcase yourself as a thought leader in a specific area.

Visit our LinkedIn page...


YouTube is a video-sharing site where users can view, share, and upload videos. The Emerald YouTube channel shares interviews with authors and editors and a host of other content. Once videos are posted to our channels it is easy to share them across other channels – such as Facebook, Twitter and LinkedIn.

Setting up your own YouTube channel and uploading videos is simple and free of charge. You can automatically share your uploads on Facebook, Twitter, and other social networks, or set them up to stream into your personal blog or website.

Visit our Youtube channel...


Blogging can be an effective way of getting your name, and the content of your book, talked about. You may want to write a blog piece around the themes of your book, if so please approach your Emerald Marketing Manager with your ideas. A pre-agreed piece can then be posted to, and promoted from, the Emerald blog. Your institution, or key societies you belong to, may also have a platform for you to use. Alternatively, there are many other blogging sites to approach with ideas for pieces – such as the LSE Impact Blog or The Conversation.

Visit the Emerald Group blog section...

Other Social Media channels

Here are some more social networks you might want to consider to build your community and increase visibility of your work.


Pinterest is a platform where content can be shared with other users who have similar interests. The platform acts as a virtual pin board where you can create 'boards' based on different topics and subjects. Users interact with each other by sharing each other's content through 'pinning'. As Pinterest is a very visual platform all content you add should always include an image and always link to a website.

Emerald on Pinterest


Snapchat allows users to post photographs or 10 second videos which can be used to engage followers by: telling a story; offering a 'behind the scenes' perspective; and showing followers what you are doing at conferences, for instance. Snapchat is an opportunity to create fun content on a more human level. The ‘life’ of a snap story is 24 hours after posting, even if it hasn’t been seen by all followers, so it is important to post frequently. Once a snap has been seen or opened by a follower, it will then disappear. Post on Snapchat between 1-5 times per day.


Instagram is similar to Snapchat in that it allows users to post photos and short 15-second videos – only they don’t disappear, and can be set to stay on your profile. It is another way of telling a story to followers via the power of images. As with Twitter and Facebook, hashtags are used on Instagram, which help the user become part of a wider community and increase engagement. Instagram is more of a visual experience that Twitter – as they say, a picture can speak a thousand words! Try and post 1-2 times per day.