Leveraging social media to bridge academia and industry in supply chain management research: a framework for integrated strategies

This perspective paper examines the evolving role of social media in academic publishing, particularly within the supply chain management (SCM) field. It aims to explore how academic journals can leverage social media strategies to enhance research dissemination, community engagement and industry relevance, ultimately advancing the field.Design/methodology/approachThis paper provides a conceptual analysis of social media strategies employed by leading SCM journals, identifying key dimensions of social media engagement, including how journals are "cultivating influence" through the dedicated use of social media platforms. It also outlines a comprehensive framework for leveraging the journal ecosystem - comprising the editorial team, authors, reviewers, publishers and practitioners - to achieve a fully integrated social community engagement strategy.FindingsWe find that social media has become an indispensable tool for academic journals, offering significant opportunities to increase visibility, foster interaction and drive innovation. The transition from basic promotional activities to a more engaged, collaborative approach requires concerted efforts from all actors within the journal ecosystem. The most effective journals are projected to be those that successfully integrate these strategies to create dynamic platforms for knowledge exchange.Practical implicationsThis study provides actionable insights for journal editors, authors and industry practitioners on how to effectively utilize social media to enhance the impact of their work. Through a strategic and cooperative strategy in social media, these stakeholders can influence the future of SCM research, guaranteeing its ongoing relevance and impact.Originality/valueWe offer a novel perspective on the intersection of social media and academic publishing in the SCM field. Our approach introduces a structured method for developing social media strategies that go beyond mere promotion, emphasizing the importance of building a connected and engaged community across research and industry.