BIIJ embracing social media
1 Department of Biomedical Engineering, University of Malaya, Kuala Lumpur, Malaysia
2 Department of Biomedical Imaging, University of Malaya, Kuala Lumpur, Malaysia
Keywords: Internet, journal publication, social media
Taking up the line of reasoning of our January 2009
Editorial, it is now even more evident that the Internet technology is
progressing so very rapidly, that the landscape of electronic publishing will
continue its own evolution as well. The world is witnessing a revolutionary
change in the paradigm of scholarly publishing .
Having been for a short period of time the domain of the
social thirst that typifies the development of teenagers, social networking has
crystallised into the modern day juggernaut of marketing strategy . Retail
marketing in this sense has many lessons to teach the scientific community, not
the least of which is that 69% of adults in the United States alone have an
Internet access, 23% of which use a social networking site .Time spent on
social networking sites has tripled over the past year .Clearly, there is a
change in our traditional patterns of communication.
Rarely do 300 year old technologies endure within the
scientific community, but the scientific journal style of peer review has
permeated academia to become an entrenched matter of course; an institution of
its very own. It has never been questioned, never been thoroughly scrutinised,
and in this manner, peer review has subscribed to the humble journal in the
face of significant production costs that are rarely recoverable by authors.
Indeed, a contribution to an academic journal is an exercise in benevolences; a
labour of love .
While many other industry-specific professionals retain
their copyright through patents, deeds and other legal instruments and devices,
digital technology finally allows academics to at last protect their
intellectual property through secure and controlled electronic licensing.
Publication and presentation have now transformed into a single process .
Social networking also has the boon of inclusion.
Scientific publications are disseminated to a far broader sector of the
community than that possible with the medium of a journal, and due to wide
accessibility to the Internet, the next generation of students are no longer
deprived of scientific advances for an extended period of time. Content is
available immediately to this generation, whose familiarity with this
technology extends from infancy [6,7].
BIIJ has taken steps to exploit these global improvements,
and endeavours to provide the scientific community with a state-of-the-art implementation
that embraces every possible technological development in social networking. In
doing so BIIJ will provide the scientific community a platform to establish a
presence in the global spectrum, and will facilitate a certain organisational
framework within which information can be readily shared. No longer are
dedicated members of the scientific community marginalised, ostracised and
disconnected from their peers or the rest of the global community . Social
networking will propagate what has always been the objective of the scientific
journal � to inspire reasoned and well substantiated proofs for the continuance
of scientific discovery and the benefit of mankind.
As an active participant in the new frontier of scientific
e-publication, BIIJ has invested in numerous complementary technologies that
enhance the dynamic Web 2.0 paradigm of the Internet. Within this cyber
infrastructure we have incorporated exciting new algorithms and methods to
accelerate the versatility that folksonomy in particular has to offer .
Article-level commenting, RSS feeds, social networking on Twitter and Facebook,
and dedicated academic visual networking are but a few of the novel
implementations that BIIJ is now using to advance the cause of scientific
An acronym of Really Simple Syndication, RSS feeds provide
the substance of material that has recently been amended or appended to a
resource. An XML file allows uniform file interpretation by other applications
that use an RSS reader (generic to contemporary web browsers) to incorporate
such changes within their own operations. Perpetual vigilance is possible
therefore, as updating is automated and requires no further assistance from the
user. A mere click of the RSS icon on the BIJJ website (Fig. 1) will
instigate the process, or alternatively users can paste the target URL into
their browser�s RSS reader. Mozilla Firefox, for example, will prompt the user
to choose between using the GoogleTM Homepage or GoogleTM
Reader (Fig. 2), whenever a link containing a URL of an RSS feed is clicked.
Currently our RSS services provide identification of
updates by title, author and a persistent link to the source material, but it
is envisaged that soon an upgrade of our content management system will allow
an abstract, and possibly the entire paper to be provided as part of the feed.
This iconic innovation revolutionised social networking
when it allowed users to send short messages to the Internet community at
large, or to selected groups. Conversely, users could subscribe as followers of
certain authors and receive messages exclusively from sources of their choice.
BIIJ utilises Twitter (available at http://twitter.com/biijorg) to inform
followers of the latest news and journal updates, along with a link to the
latest published papers and articles (Fig. 3). By incorporating a third party
implementation known as Twitter Feed (http://twitterfeed.com),
RSS technology is applied to Twitter, enabling update links to the journal to
be automatically posted for all Twitter followers to receive.
Originally spawned at Harvard University, Facebook allows
users to maintain profiles and interact with friends online. Networks can be
created to form associations of people with similar interests, and this social
networking tool remains one of the most powerful online disseminators of
profile information today.
BIIJ has its own Facebook profile (available at http://www.facebook.com/pages/Biomedical-Imaging-and-Intervention-Journal/188403815806),
and allows �fans� to communicate freely with one another, to keep abreast of
the latest papers published, and also to submit their preferred links and
resources, which in turn may be of interest to the general readers of the
A funding initiative of the National Science Foundation
(NSF), SciVee is a unique website that is dedicated to the scientific community
and its objectives. Based at the University of California, it facilitates the
uploading, viewing and sharing of scientific video, and uses Adobe�s Flash
technology to display each clip. SciVee�s patent-pending proprietary
application Rich Internet Applications (RIA), is then used to connect each
video clip to a piece of scientific literature. A digital object identifier
(DOI) is also assigned to each of the uploaded video clips, thus allowing a
permanent link to be created.
The BIIJ page at SciVee (http://www.scivee.tv/user/biij)
allows users to view recordings of lectures, presentations, and seminars
online, or to download them directly from the SciVee site. The most viewed video
currently is a presentation by Kwan-Hoong Ng at QAP in Mammography Workshop, Kuala Lumpur, held on 28-29 May 2009 .
Through Web 2.0 applications that utilise dynamic keyword tagging and bookmarking to create tag clouds within a user profile, resources the world over are instantly at the fingertips of all those in the scientific community. Not only can authors share their academic findings with the world at
large, but they can monitor related works and discoveries, engage in discussion
of material, remain informed of funding criteria, availability and allocation,
and through tag cloud analysis can examine the interests of colleagues. In so
doing, the scientific community can share information about themselves and can
engage in data mining techniques that will endure to be the most comprehensive
yet achieved by science.
It remains imperative therefore for BIIJ to continually
revise the delivery of scientific material to the global community, and ensure
that it meets the standards of integrity and precision that is expected of the
scientific fraternity. Along with the emergence of further technological
advances in folksonomy and digital media, BIIJ will continue to bring coherence
and unity to the collective body of scientific knowledge that is our legacy to
the world. We will continue to monitor the impact of such social networking
tools and to adapt to the changing landscape accordingly.
Figure 1 Screenshot of BIIJ homepage showing the RSS feed icon next to the �Recent articles� heading.
Figure 2 An option to use either GoogleTM Homepage or GoogleTM Reader when the RSS feed icon of BIIJ is clicked.
Figure 3 Screenshot of the Twitter page of BIIJ.
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|Received 24 December 2009; accepted 10 February 2010
Correspondence: Department of Biomedical Imaging, Faculty of Medicine, University of Malaya, 50603 Kuala Lumpur, Malaysia. Tel.: +603-79492069; Fax: +603-79581973; E-mail: email@example.com (Kwan-Hoong Ng).
Please cite as: Kadri NA, Ng KH,
BIIJ embracing social media, Biomed Imaging Interv J 2010; 6(1):e1