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They have an internal marketing group that markets all their systems . They and they do a great job. One email from a prominent researcher went out early on and that created a big spike. They continually meet with groups to encourage them to update.They also have boot camps in the library to explain how to use LinkedIn, AltMetrics and other profiling systems as well as their own.
Much more info can be found at profiles.ucsf.edu:
Eric Meeks: http://profiles.ucsf.edu/eric.meeks
Brian Turner http://profiles.ucsf.edu/brian.turner
Leslie Yuan: http://profiles.ucsf.edu/leslie.yuan
Anivan Chattergee http://profiles.ucsf.edu/anirvan.chatterjee