Academics across the sciences and humanities are increasingly being encouraged to use social media as a post-publication strategy to enhance and extend the impact of their articles and books. As well as various measures of social media impact, the turn towards publication outlets which are open access and free to use is contributing to anxieties over where, what and how to publish. This is all the more pernicious given the increasing measures of academic value that govern the academy, and the stresses, strains and hidden injuries that structure academic life. This article will debate these issues and their consequences for the humanities and social sciences by analysing the contours of a recent controversy in academic science publishing, which follows the after-lives of a highly cited journal article. This includes a discussion of the value and status of post-publication peer review, and the politics of open access publishing, of citation and the public communication of science within digital environments and archives.