If you don’t care enough to promote your research, how can you expect others to?
These are some basic thoughts for academics promoting their research. You don’t have to be a full-time self-promoter to improve your reach and impact, but the options are daunting and I often hear people say they don’t have time to do things like run a Twitter account or write blogs. Even a relatively small effort, if well directed, can help a lot. Don’t let the perfect be the enemy of the good. It’s fine to do some things pretty well even if you can’t do everything to your ideal standard.
It’s all about making your research better — better quality, better impact. You want more people to read and appreciate your work, not just because you want fame and fortune, but because that’s what the work is for. I welcome your comments and suggestions below.
Make a decent personal website and keep it up to date with information about your research, including links to accessible copies of your publications (see below). It doesn’t have to be fancy (I have a vested interest in keeping standards low in that department). I’m often surprised at how man people are sitting behind years-old websites.
Very often people who come across your research somewhere else will want to know more about you before they share, report on, or even cite it. Your website gives your work more credibility. Has this person published other work in this area? Taught related courses? Gotten grants? These are things people look for. It’s not vain or obnoxious to present this information, it’s your job. I recommend a good quality photo (others disagree).
Make your work available
Let people read the actual research. Publishing in open-access journals is ideal, because it’s the right thing to do and more people can read it. (My recent article in Sociological Science was downloaded several hundred times within 10 days, which is much more than I would expect from a paywalled journal.)
Whether or not you do that, share your working paper or preprint versions. This is best done in your university repository (ask your library) or public disciplinary archive. (For prominent examples, check out the University of California’s has eScholarship or Harvard’s DASH; I use the working paper site of the Maryland Population Research Center, which is run by UCLA.) If you put them on your own university website, that will allow them to show up in web searches (including Google Scholar), but they won’t be properly tagged and indexed for things like citation or grant analysis, or archived — so it’s better just to put links on your website. But don’t just link to the pay-walled version, that’s the click of death for someone just browsing around.
Don’t be intimidated by copyright. You can almost always put up a preprint without violating any agreement (ideally you wouldn’t publish anywhere that makes you take it down afterwards), and even if you have to take it down eventually you get months or years to share it first. No one will sue you or fire you — the worst outcome is being asked to take it down, which is very rare. Don’t prioritize protecting the journal’s proprietary right to promotion over serving the public (and your career) by getting the research out there, as soon as it’s ready. To see the policies of different journals regarding self-archiving, check out the simple database at SHERPA/RoMEO.
I oppose private sites like Academia.edu and ResearchGate. These are just private companies doing what your university and its library are already doing for the public. Your paper will not be discovered more if it is on one of these sites. It will show up in a Google search if you put it on your website or, better, in a public repository.
I’m not an open access purist, at least for sociology. If you got public money to develop a cure for cancer, that’s different. For us, not everything has to be open access (books, for example), but the more it is the better, especially original research. Anyway, it would be great if sociology got more into open science (for example, with the Open Science Framework). People for whom code is big already use sites like GitHub for sharing, which is beyond me; in your neck of the woods that can be great for getting your work out, too.
Share your work
In the old days we used to order paper reprints of papers we published and literally mail them to the famous and important people we hoped would read and cite them. Nowadays you can email them a PDF. Sending a short note that says, “I thought you might be interested in this paper I wrote” is normal, reasonable, and may be considered flattering. (As long as you don’t follow up with repeated emails asking if they’ve read it yet.)
I recommend at least basic social media, Twitter and Facebook. This does not require a massive time commitment — you can always ignore them. Setting up a public profile on Twitter or a page on Facebook gives people who do use them all the time a way to link to you and share your profile. If someone wants to show their friends one of my papers on Twitter, this doesn’t require any effort on my part. They tweet, “Look at this awesome new paper @familyunequal wrote!” When people click on the link they go to my profile, which tells them who I am and links to my website. I do not have to spend time on Twitter for this to work. (I chose @familyunequal because familyinequality was too long and I didn’t want to use my name because I was determined not to use Twitter for personal stuff. I think something closest to your name is ideal, but don’t not do this because you can’t think of the perfect handle.)
Of course, an active social media presence does help draw people into your work. But even low-level attention will help: posting or tweeting links to new papers, conference presentations, other writing, etc. No need to get into snarky chitchat and following hundreds of people if you don’t want to.
To see how others are using Twitter, you can visit the list I maintain, which has more than 600 sociologists. This is useful for comparing profile and feed styles.
People who write popular books go on book tours to promote them. People who write minor articles in sociology might send out some tweets, or share them with their friends on Facebook. In between are lots of other places you can write something to help people find and learn about your work. I recommend blogging, but that can be done different ways.
As with publications themselves, there are public and private options, and I’m not a purist. (Some of my blog posts at the Atlantic, for which I used to get paid a little, were literally sponsored by Exxon, which I didn’t notice at first because I only looked at the site with my ad-blocker on.) But again public usually works better in addition to feeling better.
There are some good organizations now that help people get their work out. In my area, for example, the Council on Contemporary Families is great (I’m on their board), producing research briefs related to new publications, and helping to bring them to the attention of journalists and editors. Others work with the Scholars Strategy Network, which helps people place Op-Eds, or others. The great non-profit site The Society Pages includes lots of avenues for writing about your research. In addition, there are blogs run by sections of the American Sociological Association (like Work in Progress, from the Organizations, Occupations, and Work section) or other professional associations, and various group blogs.
And there is Contexts (of which I’m co-editor), the general interest magazine of ASA, where we would love to hear proposals for how you can bring your research out into the open (for the magazine or our blog).