1️⃣ Post regularly. The frequency doesn't have to be high. But posting a new paper and then staying silent for months on end isn't enough to build a #brand.
2️⃣ Use hashtags. On #Mastodon, liberally. On #Twitter, not too many. Take the time to find hashtags that your community (& related communities) use often.
3️⃣ Include an image (Key figure? Quote? People?).
4️⃣ Share your expertise. You’re goal is to let people know you’re the go-to person when it comes to [insert specialty knowledge here]. That’s what building #brand is about! So show that you know a thing or two about it.
5️⃣ No need to brag. You don’t have to say you’re amazing at [x]. You show your expertise in how & what you share with your followers.
6️⃣ Post information that‘s USEFUL TO YOUR FOLLOWERS! As you’re using your account to boost your #AcademicCareer, you’re targeting your peers. Useful to them is anything that’s relevant to their work, saves them time, or they enjoy reading. Try highlighting/commenting on recent developments in the field, a policy change, news from a conference,…
To improve reach of your academic #SocialMedia account:
7️⃣ Sharing new papers in your field is a good start. If you additionally share your thoughts, highlight pros & cons, sum up the finding or state why this is important, that's PERFECT. (Be kind & fair, you might meet the authors of the paper at some point!)
8️⃣ Tag your funding source whenever you publish or receive a grant. They'll love it.
9️⃣ Share your own papers. Tag your collaborators. Tag your institution, they may retweet or like your posts. Ideally, sum up your paper in a thread. This is again a service to your followers (& everyone without access to the paper).
1️⃣0️⃣ Post links to media appearances.
1️⃣1️⃣ Share your excitement whenever you (or your lab members) receive an award.
1️⃣2️⃣ Engage in discussions on the subject of your expertise. Be friendly & acknowledging. Give positive feedback, e.g. right after an interesting talk at a conference. (If people like you they might follow you back. Or remember you at the next conference.) Maybe ask for feedback on a new idea?
1️⃣3️⃣ Boost good comments you receive on your posts.
1️⃣4️⃣ Introduce new lab members. This is a nice way of welcoming them & makes your lab more attractive to future lab members.
1️⃣5️⃣ You want to share personal interests (bird pics?)? Fine. You'll appear more like a human being. BUT: Don’t overdo it… Remember you're building a brand. You want to be an expert in your field with an interest in birds, not vice versa. Instead, start a second account!
1️⃣6️⃣ IMHO, think twice when it comes to political statements.
a) You want to be respected as an expert by followers of any political view.
b) Your institution may not like you being so open…
Some fields of research are quite close to politics; separating your expertise from political statements may not be possible/in your interest in that case. Be aware of this aspect anyhow!
Remember: It's not the number of followers that determines your success in building your academic brand on #SocialMedia. It's who is following you.
And don’t fret if your account doesn’t take off as quickly as hoped for. Building brand takes time. It’s likely to pay off, though, in the form of meaningful conversations, a better network, more citations, and possibly funding or positions.
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