科研管理方略（如何为你和你的科研树立）

近期，科学网举办了一次以为你和你的科研树立“品牌”为主题的在线访谈活动。

邀请到了两位科学网知名博主以及多位海外知名专家学者，为网友提供新途径新方法来解决科研人员如何树立自己的科研“品牌”，解决科研人员日常学术的推广问题。

科研管理方略（如何为你和你的科研树立）(1)

努力做科研的同时如何获得同行的认可？

如何定义你自己，并让其他人知道你、找到你？

如何利用社交媒体产生“化学反应”？

如何通过多媒体传播个人研究？

面向全球推广个人学术成果的途径有哪些？

这些问题是不是让你感到头疼？

小编在阅读完全部的263个回复后

为大家总结出了一些树立科研“品牌”的好建议

为什么越来越重视科研传播？

首先，可能会有很多老师觉得，为什么要花时间精力去推广自己的科研成果呢？

亦或者，酒香不怕巷子深，搞科研太高调了是不是不太好呢？

那么就来听听嘉宾学者们怎么说吧：

Shane Rydquist

I think the reasons that there’s a greater focus on science communication now than ever before is because getting funding is not as straightforward as it used to be. Government funding bodies are now less likely to just allocate funds to institutes based on just their reputations. Funding agencies want to more proactively see what impact someone’s research has on society. There is an entire framework for this in the UK

(https://www.ref.ac.uk/). And similar models are coming up elsewhere around the world as well. Moreover, yes, if the research is funded by taxpayer money, then it does become the social responsibility of the researcher to report these findings in a manner that the public will understand.

Danny Ward I think scientists and institutions are recognising the growth of science communication as they can see how effective it is for promoting research. With the rise of social media and the internet, clear science communication is important for getting research more recognised and appreciated. By communicating science well with the general public and other scientists, people understand the research more. This may generate more interest in your work and may lead to more funding, collaborations and opportunities later in time. By explaining the work us scientists are doing and how this may benefit others, this has a positive effect for society.

Elodie Chabrol

I think institutions realised how important science communication is now. We live in a information period where you can get a lot of information on everything and we need good science communication to be done. Also most of the researchers are paid by public money, so yes there is definitely a social responsibility for the researchers. We need to start discussing with society and share our work. I honestly think science communication will continue to grow and the best is to start doing it now and try to find a way you will enjoy.

总得来说，随着媒体和互联网的发展，科研传播能够为我们带来更多的资金、合作和机会。

与此同时，传播科学、造福社会也正是我们科研人员的责任之一。

推广科研成果的平台/方式有哪些？

既然已经了解到了传播的重要性，那么，问题来了——

作为一个媒体小白，我们该怎么推广学术成果、又在哪儿推广呢？

一起来看看中外学者分别给出了什么干货建议：

薛宇

我们学生时代有各种BBS，后来主要是上丁香园的论坛。再后来就是科学网博客、微博、微信公众号和朋友圈。让自己的成果广为人知不容易做到，坚持做推广，时间久了，总比不推广要好得好。

赵斌

现在大家用微信公众号做科普效果也不错，年轻人在快手和Bilibili做视频也有很好的推广效果呀。如果你乐意，还可以用抖音短视频来做，抖音也走向全世界了。未来是我们创造的，我们努力做了，就创造了未来。如果你乐意，可以关注我的B站“生态学时空”；我还有一个微信公众号，与科学网和B站同名，也叫“生态学时空”，都是不定期更新。

Shane Rydquist

Scientists in the west tend to prefer Twitter the most. Most international journals and publishers also prefer Twitter. Researchers also appreciate ResearchGate and what it has to offer. People also discuss their research Reddit, Medium, LinkedIn, and occasionally Facebook.

Danny Ward

I use a variety of platforms. To reach a global audience, social media platforms such as Twitter, LinkedIn and ResearchGate are popular choices. Professional blogs or websites are also effective sharing methods as well. Local social media and websites for sharing your work domestically may also be a good strategy for research paper promotion. For example, the use of Sina Weibo may be an effective choice.

Growing follower numbers takes time and consistency. Don’t dwell on the numbers too much as it can sometimes be a distraction. By posting good content and science that you think others will find interesting, other people will follow you in time. There are a few techniques to help boost people finding you on social media. Using hashtags or words that people can easily search for. Adding links, pictures or video to your posts to make them more eye-catching. Engaging with other users on social media by responding or interacting with their posts. These can all make the online community more aware of your presence on social media. If they like your content, they may follow you to see more.

Elodie Chabrol

If you have the thesis manuscript online you can share it but don’t forget to explain it jargon free for the public. You can do a blog post for example on social media. One thing we did in France during a friend’s PhD defense : we live tweeted it. We shared pictures and quotes live on social media while he was presenting it, it was fun and a lot of people discovered his work during that time.

可以看出，推广的方式多种多样，微博、博客、Twitter都是不错且易上手的社交媒体。

只要你有心并且敢于去做，任何平台都可以为你所用。

如何将科研成果大众化？

相信很多科研人在传播科研成果的时候，都会遇到同一个问题：

如何用大众可接受的方式对科研项目进行陈述？

简而言之，怎样让完全不懂某个科研领域的普通人也能快速get到研究内容呢？

Pei Qin Sabrina

This is indeed challenging as most of the projects are highly specialised and there are lots of jargons associated with it. In fact, it takes us PhDs years to even get to the level of understanding that we are at now in our own field. Communicating science to audience and experts of different backgrounds can be nerve wrecking. My recommendation is always think from an audience perspective: what do you wish to learn from a researcher? What is the fun bit of your work? Why is it important? These few questions help to centre the core of your presentation. To help make it easily accessible to my audience, I would ask the question: if I have to explain it to an undergraduate is it too difficult to understand? What if I explain this to a group of researchers of a different field, would they understand? Or if I try explaining it to my parents, will they get the importance of my work? Doing this fact-check while preparing for your presentation helps getting your key messages of your work out there to the broader audience. One thing I really enjoy about talking about my research in seminars and conferences is when people actually came up to me and say they understood my work despite they are in a completely different field. Best yet when they could reiterate what they have understood from your talk and they can see the importance of your work. The satisfaction is indescribable.

Elodie Chabrol

Few golden rules to share your research with the public: - Always know your audience (age, science level) - Don’t use jargon (technical words) - Try to present your project in the society context: what will it change for your public? - Always share information as stories and not just cold datas and facts. Explain why you’re interested in that, how you work. People need to picture your doing your science work. To know more you can have a look at Hindawi’s blog on chinese platforms. I’m working with them to create a science communication guide with a lot of “how to” articles for scientists who want to do science communication.

Shane Rydquist

First, make your research more visual. Second, explain your work in a more relatable manner. You need to make your work more visual because the general public will understand your work better through images and pictorial representation. The best way to do this is perhaps create an Infographic that represents your work in a better manner. But remember that no one is obliged to understand or learn about your work. So, you have to think about explaining it to them better. For example, if I told you I’ve discovered “a key factor in the ubiquitination pathway that shortens cycle for rice panicle dehiscence” would you really care unless you have some background on the topic? Perhaps not. But, if I said, I’ve discovered a way to “make an important crop like rice take less time to harvest.” Then, I’m sure you’d at least be interested in my work. Maybe one thing you can start doing is creating presentations that outline your research and try making those presentations in front of members of your family or friends. See, if they find it interesting. If they don’t, then ask them what would make your work more interesting to them, and use that advice to simplify your presentation.

Danny Ward

When I present my research to the general public, many people are interested in how it will affect their lives. Linking your research to a real-world benefit can add relevance for many people. For example, if your project is related to researching microbial biological systems, then this could help to improve our understanding of the world around us and could lead to advancements in medicine or biotechnology. This demonstration of real-world progress can be exciting and interesting for many of the general public. Another thing I find is that many members of the general public do not have advanced training in science and so many do not understand or are not interested in many of the fine details of research. Being selective with what results you share when presenting research, and explaining difficult concepts will help to make the research project more accessible. A complex research project that is not clearly explained can be difficult to appreciate for non-experts.

John Pegum

Being able to communicate your research in a way that lay audiences can understand and appreciate the relevance and applicability is becoming much more important in science today. The first thing to do is to find the “so what?” about your research. Why is it interesting, important and relevant to the non-scholarly community. You might want to start with your non-science friends and family members. Talk to them about your research ideas and findings and see what about them sparks their interest and makes them want to learn more. Once you can find out what it is that translates to a non-scholarly audience you can use various media to spread the news of your research.

干货满满你都吸收了吗？

勤劳的课代表来尝试划几个重点吧：

1.从受众的角度思考，避免使用行话；

2.可以尝试以故事的形式分享，例如你是为何对它产生兴趣的；

3.阐述你的研究会为公众带来什么，将会如何影响他们的生活；

4.使作品更视觉化，例如图像的形式能够让大众更好地理解。

可视化在树立科研品牌上的效果如何？

现在有越来越多科研人利用图像、动画等可视化工具来宣传自己的成果，同时可能也有一些老师觉得这种方式是不是过于超前。

那么，可视化在树立自己的科研品牌上效果如何呢？

John Pegum

Using visual tools to synthesise and explain your research - so that both a lay audience may be able to more easily understand and a scientific audience can evaluate the relevance of your work to their field - is, as you say, becoming a more popular and impactful way of disseminating the news of your paper’s availability. On Wiley Online Library, we’re able to quantify that articles which feature a Video Abstract, for instance, garner more than 400% higher Altmetric scores and over 100% more full text views than similar papers without Video Abstracts. On top of that, Video Abstracts allow you to be in control of the sharing and promotion of your paper. Wiley Editing Services can help create Video Abstracts, Research News Stories, Infographics and other resources that can be shared via the channels of your choice.

Shane Rydquist

Yes, a Thesis can be promoted, the best possible way perhaps to create an animated video summary of your findings. This would perhaps be the best way to condense 5 years of work into an easy to understand format. I would also perhaps recommend creating an infographic that might also work.

薛宇

我觉得这种方式效果很好，但是制作动画比较费时间，我们组努力学过，没有学会。

综上所述，科研可视化的确有集大成的作用。

动画：有丝分裂

科研管理方略（如何为你和你的科研树立）(2)