The famous philosophical riddle asks, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Similarly I pose the riddle, “If a scientist speaks and no one hears, has he said anything?”
Scientists like to focus on what they do best, which is generally doing science. Most scientists are forced to do other things of course, like writing grants to get funding or presenting their research results at professional conferences, and they can live with that. But most scientists that I know do not want to hassle with “marketing” their science. Some have the perhaps naive belief that remarkable science will sell itself, and others feel that this is best left to the marketing experts. Although both beliefs certainly have validity, I think scientists still need to have basic Web 2.0 skills so they can directly communicate their science to the world.
But who has the time? If you are like many scientists, then you probably have a personal Facebook account that you use regularly, as well as a professional Linked In account that you rarely update. That is about it. If you think that probably isn’t enough, then I have a book recommendation for you. Your probably thinking, “Read a marketing book? Are you serious?” But really, trust me, you don’t have to invest a lot of time and it won’t even put you to sleep.
In order to help expand my social media skills, I recently read the book“Inbound Marketing: Get Found Using Google, Social Media, and Blogs” by Brian Halligan and Dharmesh Shah. The book is written as a basic primer for clueless small businessmen to learn how to connect to today’s buyers online. As you read each short chapter, the authors take you through each concept with a practical hands-on style using examples of small businesses that have successfully applied these inbound marketing tools. The most remarkable thing about the book is that it is easy to read. The conversational writing style makes it seem like your best friend is a Web 2.0 expert, and he is chatting with you over your laptop as you sip a glass of wine in the dining room.