近期，科學網舉辦了一次以為你和你的科研樹立“品牌”為主題的在線訪談活動。

　　邀請到了兩位科學網知名博主以及多位海外知名專家學者，為網友提供新途徑新方法來解決科研人員如何樹立自己的科研“品牌”，解決科研人員日常學術的推廣問題。

　　努力做科研的同時如何獲得同行的認可？

　　如何定義你自己，并讓其他人知道你、找到你？

　　如何利用社交媒體産生“化學反應”？

　　如何通過多媒體傳播個人研究？

　　面向全球推廣個人學術成果的途徑有哪些？

　　這些問題是不是讓你感到頭疼？

　　小編在閱讀完全部的263個回複後

　　為大家總結出了一些樹立科研“品牌”的好建議

　　為什麼越來越重視科研傳播？ 首先，可能會有很多老師覺得，為什麼要花時間精力去推廣自己的科研成果呢？

　　亦或者，酒香不怕巷子深，搞科研太高調了是不是不太好呢？

　　那麼就來聽聽嘉賓學者們怎麼說吧：

　　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

　　(httto start doing it now and try to find a way you will enjoy.

　　總得來說，随着媒體和互聯網的發展，科研傳播能夠為我們帶來更多的資金、合作和機會。

　　與此同時，傳播科學、造福社會也正是我們科研人員的責任之一。

　　推廣科研成果的平台/方式有哪些？ 既然已經了解到了傳播的重要性，那麼，問題來了——

　　作為一個媒體小白，我們該怎麼推廣學術成果、又在哪兒推廣呢？

　　一起來看看中外學者分别給出了什麼幹貨建議：

　　薛宇

　　我們學生時代有各種BBS，後來主要是上丁香園的論壇。再後來就是科學網博客、微博、微信公衆号和朋友圈。讓自己的成果廣為人知不容易做到，堅持做推廣，時間久了，總比不推廣要好得好。

　　趙斌

　　現在大家用微信公衆号做科普效果也不錯，年輕人在快手和Bilibili做視頻也有很好的推廣效果呀。如果你樂意，還可以用抖音短視頻來做，抖音也走向全世界了。未來是我們創造的，我們努力做了，就創造了未來。如果你樂意，可以關注我的B站“生态學時空”；我還有一個微信公衆号，與科學網和B站同名，也叫“生态學時空”，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，推廣的方式多種多樣，微博、博客、Twitter都是不錯且易上手的社交媒體。

　　隻要你有心并且敢于去做，任何平台都可以為你所用。

　　如何将科研成果大衆化？ 相信很多科研人在傳播科研成果的時候，都會遇到同一個問題：

　　如何用大衆可接受的方式對科研項目進行陳述？

　　簡而言之，怎樣讓完全不懂某個科研領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.

　　幹貨滿滿你都吸收了嗎？

　　勤勞的課代表來嘗試劃幾個重點吧：

　　1.從受衆的角度思考，避免使用行話；

　　2.可以嘗試以故事的形式分享，例如你是為何對它産生興趣的；

　　3.闡述你的研究會為公衆帶來什麼，将會如何影響他們的生活；

　　4.使作品更視覺化，例如圖像的形式能夠讓大衆更好地理解。

　　可視化在樹立科研品牌上的效果如何？ 現在有越來越多科研人利用圖像、動畫等可視化工具來宣傳自己的成果，同時可能也有一些老師覺得這種方式是不是過于超前。

　　那麼，可視化在樹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

　　我覺得這種方式效果很好，但是制作動畫比較費時間，我們組努力學過，沒有學會。

　　綜上所述，科研可視化的确有集大成的作用。

　　動畫：有絲分裂

　　動畫利用先進的技術将科研成果通過細膩的畫面進行效果展示，将研究内容化繁為簡，再輔以文字和旁白說明，使研究報告生動、富有表現力，從而收獲更多關注。

　　動畫運用在科研活動中的諸多優點：

　　No.1實驗室網站或大學網站的亮點

　　No.2新聞視頻現場/新聞發布

　　No.3應用到重要會議演示或講座

　　No.4任職/晉升評估和基金申請

　　No.5社交媒體分享

　　更多科研動畫欣賞↓↓

　　納米顆粒

　　材料生長

　　信号通路圖

　　如果你也想擁有這樣精美的動畫

　　卻苦于自己難以動手

　　就趕快聯系松迪吧！

　　松迪動畫設計：

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　　松迪科研動畫設計一般包括：科學動畫、機械動态圖、科普類動畫、SCI論文視頻摘要等。

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　　同時，有網友提出了類似的問題：

　　“論文收錄後期刊封面有必要弄嗎？封面往往需要找專業人員設計，加上出版費，算下來費用通常都比較貴，有時候還不一定被編輯選上。封面對于論文成果推廣作用明顯嗎？”

　　對于，薛宇老師也給出了肯定的答複：

　　“有必要。蘇州大學的王國燕教授有一篇論文，講的是封面插圖對研究工作的重要性。他們發現封面故事論文平均會提升大約30%的引用，這個數字是很可觀的，所以如果自己的工作好，做封面是顯然值得的。”

　　松迪封面作品展示

　　科研可視化如此重要

　　科研汪們趕緊提升自己的圖片處理技能吧！

　　為此，松迪也為大家帶來了免費福利↓↓

　　每月最後一個周四

　　（特殊假期根據實際調整時間）

　　線上課堂準時與你相約！

　　報名方式：

　　掃碼添加好友，備注“講座”

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