Five years ago today I wrote a post called “Basic self promotion” on here. There has been a lot of work and advice on this subject in the intervening years (including books, some of which I reviewed here). So this is not as necessary as it was then. But it holds up pretty well, with some refreshing. So here is a lightly revised version. As always, happy to have your feedback and suggestions in the comments — including other things to read.
If you won’t make the effort 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 for blogs and other publications. 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 freely available copies of your publications (see below). It doesn’t have to be fancy. I’m often surprised at how many people are sitting behind years-old websites. (I recently engaged Brigid Barrett, who specializes in academics’ websites, to redesign mine.)
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, updated at least every five years.
Make your work available
Let people read the actual research. For work not yet “published” in journals, post drafts when they are ready for readers (a good time is when you are ready to send it to a conference or journal – or earlier if you are comfortable with sharing it). This helps you establish precedence (planting your flag), and allows it to generate feedback and attract readers. It’s best to use a disciplinary archive such as SocArXiv (which, as the director, I highly recommend) or your university repository, or both. This will improve how they show up in web searches (including Google Scholar) indexed for things like citation or grant analysis, and archived. You can also get a digital object identifier (DOI), which allows them to enter the great stream of research metadata. (See the SocArXiv FAQ for more answers.)
When you do publish in journals, prefer open-access journals because it’s the right thing to do and more people can read your work there. If a paper is paywalled, share a preprint or postprint version. On your website or social media feeds, please don’t just link to the pay-walled versions of your papers, that’s the click of death for someone just browsing around, plus it’s elitist and antisocial. You can almost always put up a preprint without violating your agreements (ideally you wouldn’t publish anywhere that won’t let you do this). To see the policies of different journals regarding self-archiving, check out the simple database at SHERPA/RoMEO, or, of course, the agreement you signed with the journal.
I oppose private sites like Academia.edu, ResearchGate, or SSRN. These are just private companies making a profit from doing what your university and its library, and nonprofits like SocArXiv are already doing for the public good. Your paper will not be discovered more if it is on one of these sites.
I’m not an open access purist, believe it or not. (If you got public money to develop a cure for cancer, that’s different, then I am a purist.) Not everything we write has to be open access (books, for example), but the more it is the better, especially original research. This is partly an equity issue for readers, and partly to establish trust and accountability in all of our work. Readers should be able to see our work product – our instruments, our code, our data – to evaluate its veracity (and to benefit their own work). And for the vast majority of readers who don’t want to get into those materials, the fact they are there increases our collective accountability and trustworthiness. I recommend using the Open Science Framework, a free, nonprofit platform for research sharing and collaboration.
Actively 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.)
If you’re reading this, you probably use at least basic social media. If not, I recommend it. This does not require a massive time commitment and doesn’t mean you have to spend all day doomscrolling — 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!” (I have some vague memory of this happening with my papers.) When people click on the link they go to my profile, which tells them who I am and links to my website.
Of course, a more active social media presence does help draw people into your work, which leads to exchanging information and perspectives, getting and giving feedback, supporting and learning from others, and so on. Ideally. 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 sociologists are using Twitter, you can visit the list I maintain, which has more than 1600 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 journals 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 still recommend a blog format, easily associated with your website, but this can be done different ways. As with publications themselves, there are public and private options, open and paywalled. Open is better, but some opportunities are too good to pass up – and it’s OK to support publications that charge subscription or access fees, if they deserve it.
There are also good organizations now that help people get their work out. In my area, for example, the Council on Contemporary Families is great (I’m a former board member), 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 the university-affiliated site The Society Pages, or others. In addition, there are blogs run by sections of the academic associations, and various group blogs. And there is Contexts (which I used to co-edit), the general interest magazine of ASA, where they would love to hear proposals for how you can bring your research out into the open (for the magazine or their blog).
For more on the system we use to get our work evaluated, published, transmitted, and archived, I’ve written this report: Scholarly Communication in Sociology: An introduction to scholarly communication for sociology, intended to help sociologists in their careers, while advancing an inclusive, open, equitable, and sustainable scholarly knowledge ecosystem.