The document discusses science communication and personal branding for researchers in 2020. It covers the rise of social media and importance of personal branding. The key topics covered are what channels researchers should use, how to create and share content, and tips for getting started with personal branding including deciding goals and manifesto, choosing target audiences, and consistently sharing value over time through different social media platforms.

1. JuliusWesche@
Science Communication &
Personal Branding for
researchers in 2020

2. JuliusWesche@
julius.wesche@scicomx.com
Bio
 Researcher at Fraunhofer ISI
 SciComm strategy consultant (scicomX)
 PhD student @ Utrecht University
 Co-host of enPower Podcast (enPower-podcast.de)

3. JuliusWesche@
I can show you what
works behind the door.
You choose if you want
to go through it.
Social Media

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1. The rise of social media
2. WHAT
3. HOW
4. WHERE
5. Personal branding as a researcher
Structure

5. JuliusWesche@
1. The rise of social media
2. WHAT
3. HOW
4. WHERE
5. Personal branding as a researcher
Structure

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Offer knowledge Connor Danylenko
©Andrea Piacquadio
Help lay people decide
Reasons
for
SciComm
Inform decision makers
Combat fake newsInform lay people
©Connor Danylenko

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Evolution of channels
Radio
Time
Radio
TV
Newsppr Newsppr NewspprNewspprNewspprNewspprNewsppr Newsppr
Radio
TV
Radio
TV
eMail eMail
SMS
Radio
TV
eMail
SMS
Radio
TV
eMail
SMS
Facebook
Skype
Radio
TV
eMail
SMS
Twitter
Snapchat
Instagram
Twitch
TikTok
LinkedIn LinkedIn
Research Gate
Webpage Webpage Webpage

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Substantial growth of social media
The number of users using social
media is growing.
In addition, the time people spend
on social media is increasing.

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1. The rise of social media
2. WHAT
3. HOW
4. WHERE
5. Personal branding as a researcher
Structure

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What
is your manifesto?©Nechirwan Kavian | Unsplash

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Who
is your target group?©Chad Witbooi | Pexels

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1. The rise of social media
2. WHAT
3. HOW
4. WHERE
5. Personal branding as a researcher
Structure

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It‘s all about
attention

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HOW
Text Audio Photo Video

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1. The rise of social media
2. WHAT
3. HOW
4. WHERE
5. Personal branding as a researcher
Structure

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Channels

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Discussion question:
What is the advantage of building up
your own reach?
vs. taking advantage of others‘ reach?
@Negative Space | Pexels

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Maturity
Time
Indicators that change
 Number of members
 Average age of members
 Advertisement density
 Price for advertisements
Evolution of social networks

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4 general principles
1. Provide value at scale.
2. Build relationships:
Engage & interact.
3. Be fast & be patient.
4. Don‘t take anything
personal, and still be kind.
don‘t be a Diva
©Canva

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Practicalities

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When to post?

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Tools
Post Creation Timer

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Multiply your content

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1. The rise of social media
2. WHAT
3. HOW
4. WHERE
5. Personal branding as a researcher
Structure

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What is a personal brand?
“...is a widely-recognized
and largely-uniform
perception of an individual
based on their experience,
expertise, and achievements
within a community.“

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It‘s not a new phenomenon
What did he do?
 Wrote articles in the Evening
Standard and Daily Telegraph.
 Wrote books and a biography of
his family.
Winston Churchill did not have a
government job betweeen 1929 and 1939.

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How to build a personal
brand?
„Building a personal brand is
easy. You put out content and
you are patient.“

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How to get started?

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What is yourWHY?
Where do you want to contribute? @studiokt

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Decide how
much you are
willing to invest?

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Do you want to build
up your own reach?
Or take advantage of
the reach of others?
@Negative Space | Pexels

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Choose one or more channel(s)
@Pixabay

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Approach

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The big five for
(social media) life

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Start early - not only
when you have results
@Dawid Zawila | Unsplash
Start by documenting
@Edu Carvalho | Pexels
1. 2.

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Get practical
Just...
@jazminantoinette | Unsplash@Werlley Meira | Pexels
post it.
4.3.

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is
better
than
@Miguel Á. Padriñán | Pexels
5.

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