While social media has become the hot trend in publishing many of the properties generating social media content are not attracting headline experts into their frays. Gather.com is addressing this by seeding leading figures from book publishing, music, heath and finance to post content and field comments on a peer basis with other Gather members. Getting experts to act as community members should not be too unfamiliar to publishers already used to organizing conferences but using experts effectively in social media outlets may require them to lay aside some preconceived notions about how experts support their publishing requirements.
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