Faced with dwindling revenues due to Plan S and digital disruption, academic societies, and publishers are under tremendous pressure to innovate. The problem is that their marketing teams are predominantly still catering to Baby Boomers and Gen X, whereas their real target audience is millennials and Gen Z researchers, who are tech-savvy, digitally inclined, and mobile-first. To meet these early-career researchers where they are, publisher and society marketing teams need to understand their digital consumption preferences and then use strategies like multiformat and omnichannel digital outreach that have proven immensely successful in other content-centric industries. In this session, we will share an in-depth analysis of how early career researchers across geographies are using social media for science communication. Further, panelists will share tactical marketing strategies and real case studies to help publishers and societies reel in early-career researchers and see their membership and engagement grow like never before. || Speakers: Nikesh Gosalia; Charlie Rapple; Jennifer Regala