Platforms for scholarly books in open access and their representation on Twitter: metrics of disclosure, discovery, and evaluation

Abstract This article explores the Twitter performances of four platforms that publish, aggregate, and disseminate open access academic books: Scientifi c Electronic Library Online-Livros, Directory of Open Access Books, Open Access Publishing in European Networks, and OpenEdition Books. We followed these institutions’ posts on Twitter between July 8 and 18, 2019, mapping their indicators. The objectivewas to evaluate whether the observed metrics of attention and influence could increase the circulation and reach of academic books in open access, contributing to their dissemination, discovery, and evaluation. To interpret the metrics generated on Twitter, we used the statistical tools Follor.me and TweetReach, which provide analytical reports that reveal each profile’s engagement, perceptions and its actual and potential reach. After verifying these metrics, we also investigated users’ experiences and the implications of the use, aimingto understand the range of possible reactions followers had regarding the content the platforms disclosed. The results showed that the posts aimed primarily at promotion and dissemination. Followers’ manifestations, in turn, reverberate the posts through replicas and responses, maximizing the effects of use, repercussion, and influence. While that does not attest to the quality of the content, it provides important indications about the readership, helping editors identify emerging themes and evaluate strategies for the dissemination of academic books in open access.摘要 本文探讨了四家发布、整合并传播开放获取（Open Access）学术图书的平台在推特（Twitter）上的运营表现，分别为：在线科学电子图书馆-图书板块（Scientific Electronic Library Online-Livros）、开放获取图书目录（Directory of Open Access Books）、欧洲网络开放获取出版（Open Access Publishing in European Networks）以及OpenEdition图书（OpenEdition Books）。本研究于2019年7月8日至18日期间，追踪了这些机构在推特上的发布内容，并对其各项指标进行统计分析。本研究的目标在于评估：已观测到的关注度与影响力指标，是否能够提升开放获取学术图书的流通量与覆盖范围，进而助力其传播、发现与评价。为解析推特平台生成的相关指标，本研究使用了Follor.me与TweetReach两款统计工具，二者均可生成分析报告，用以展示各账号的参与度、公众观感，以及其实际与潜在覆盖范围。在验证上述指标后，本研究还对用户体验及其使用所带来的意涵与影响进行了调查，旨在了解关注者对平台发布内容的各类潜在反应。研究结果显示，相关发布内容主要以推广与传播为目的；而关注者的互动行为则会通过转发与回复对发布内容进行二次传播，进而最大化使用效果、传播反响与社交影响力。尽管这一结果无法证明内容本身的学术质量，但它为目标读者群体特征提供了重要参考，可帮助编辑识别新兴研究主题，并评估开放获取学术图书的传播策略。