This document outlines a presentation about leveraging social media to build a personal brand and career as a scientist. The presentation discusses comparing different social media platforms and how to use them effectively as a scientist. It also provides a "5 minute-a-week social scientist framework" for positioning yourself and your science online. Several speakers share their experiences using social media for their research and discuss generating interest in topics, deciding on an authentic personal brand, and cultural differences in social media use.

1. #PharmSci36Slide 1
Leveraging Science Communication and Social Media to
Build Your Brand and Elevate Your Career
Maren Katherina Preis
Social Media & Personal Branding Expert
Åbo Akademi University
Sean Ekins
Founder and CEO
Collaborations Pharmaceuticals, Inc.
Kyle Bagin
Digital Media Manager
American Association of Colleges of Pharmacy

2. #PharmSci36Slide 2
Session Description
• Learn how to share your research globally, and position yourself as an
unbiased expert, through the power of social media! Understanding various
ways to communicate science can help boost your reputation as a trusted
resource and increase awareness of your personal brand.
• Knowing which communication methods to use, when to use them, and how
to use them effectively are important to establishing a reputation as an expert
in your field. Join this interactive session led by experienced science
communicators and brainstorm ways to add your voice and expertise to the
conversation.

3. #PharmSci36Slide 3
Who’s active on social media?
#GetSocialAAPS

4. #PharmSci36Slide 4
Maren: Biography and Contact
Information
• Licensed Pharmacist / Pharmaceutical Technology (PhD 2014)
• Worked in dosage form development (pharmacy, university & industry)
• Research: Orally-disintegrating dosage forms & 3D Printing of Medicine
• Social Media Management, Strategy Coaching & Personal Branding
for health coaches, athletes & people from academics
• Own coaching & consulting business: Letaform + own lifestyle & fitness
brand LiveLikeCatie™
• mkp@letaform.com - www.personalbrandingmasters.com
• Twitter: @socialme_phd

5. #PharmSci36Slide 5
Sean: Biography and Contact
Information
• Clinical Pharmacologist (PhD 1996)
• Worked in Big Pharma, Biotech - Drug Metabolism and Toxicology
• Uses Machine learning for drug discovery
• Works on Rare and neglected diseases
• I mostly write grants, papers
• CEO of 2 start-up companies both funded by NIH and / or DOD
• sean@collaborationspharma.com
• Twitter: @collabchem

6. #PharmSci36Slide 6
Kyle: Biography and Contact
Information
• Digital Media Manager with the American Association of Colleges of
Pharmacy (AACP)
• Master’s, Public Relations and Corporate Communication, Georgetown
University
• KBagin@aacp.org
• Twitter: @KBag1n
• @AACPharmacy on all platforms

7. #PharmSci36Slide 7
Opening Questions
• How often do you use social media now?
• How comfortable are you with it?
• Which platforms do you use?
• What do you currently use your social media platforms for?
Have you ever thought about using it professionally?

8. #PharmSci36Slide 8
Agenda (Learning Objectives)
• Explore new opportunities to promote your scientific expertise
and build your personal brand.
• Compare social media platforms are most suitable for scientists
to promote their research and the value/appropriateness of each.
• Utilize the “5 minute-a-week Social Scientist Framework” to best
position yourself and your science.

9. #PharmSci36Slide 9
New Opportunities to Promote Your Expertise
• Research
• Writing
• Science
• People you
want to work
with.
• Jobs you
want.

10. #PharmSci36Slide 10
Compare Social Media Platforms

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Public vs. Private Life on Social Media
• Do you keep them seperate?
• Do you merge them?
• Pros and cons for both
• Can give credibility if you merge them
Some people keep them separate on different platforms.

12. #PharmSci36Slide 12
How to Use Social Media in 5 Min.
• Focus on 2-3 platforms
• Post pictures
• Limit text to 2-3 sentences
• Keep it light and interesting
• Keep the conversation going: ask questions.

13. #PharmSci36Slide 13
#GetSocialAAPS
• Exercise: Explain what you do in two sentences.
• Tell the world about what you do and who you are.
• Use the hashtag to get others to share.
• Follow up to see how social media can help get the message
out.

14. #PharmSci36Slide 14
Continue your presentation slides.

15. #PharmSci36Slide 15
Science Communication
The Basics: You need to be able to write! papers, tweets..
Express your ideas succinctly and clearly
If you can write a paper you can use twitter.
Breakthrough moments
1: Started work on Ebola because of a tweet - led to a grant and drugs
2: Wrote an article on live tweeting from conferences
3: Tools for online networking article - science publishing has shifted

16. #PharmSci36Slide 16
My Key Uses of Social Media
• Use LinkedIn to share grant
successes, hiring staff to
followers
• Live tweet from conferences
• Expose our research to bigger
audience - potential to find
collaborators

17. #PharmSci36Slide 17
Conclusions/Takeaways
● There is no secret sauce to this: You’re the expert for your
research—show it!
● There’s no right or wrong, it’s your personal view on your
research.
● Different strategies for different people: Experiment!

18. #PharmSci36Slide 18
References
The new alchemy: Online networking, data sharing and research activity
distribution tools for scientists.
Williams AJ, Peck L, Ekins S. F1000Res. 2017 Aug 3;6:1315.
Ten simple rules of live tweeting at scientific conferences.
Ekins S, Perlstein EO. PLoS Comput Biol. 2014 Aug 21;10(8):e1003789
Four disruptive strategies for removing drug discovery bottlenecks.
Ekins S, Waller CL, Bradley MP, Clark AM, Williams AJ. Drug Discov Today. 2013
Mar;18(5-6):265-71.
Credit: Dr. Neil Dufton

19. #PharmSci36Slide 19
Acknowledgments
• Antony Williams (EPA) - Twitter: @chemconnector
• Kirsten F. Block (AACP) - Twitter: @kfblock
• Dorothy F. Farrell (AACP)
• Stacey May Weirzba (AAPS)
• Professor Niklas Sandler (Abo Akademi University) - Twitter:
@NiklasSandler

20. #PharmSci36Slide 20
Questions
Maren Katherina Preis
mkp@letaform.com
• Twitter: @socialme_phd
Sean Ekins
sean@collaborationspharma.com
• Twitter: @collabchem
Kyle Bagin
kbagin@aacp.org
• Twitter: @KBag1n
• @AACPharmacy

21. #PharmSci36Slide 21
Discussion
• Selfie example - sharing what and when you do something

22. #PharmSci36Slide 22
Discussion
• Research: How do you give it visibility?
• Entertainment vs. research
• Outreach for STEM
• Icebreaker - use social media to break in to meet scientists
• Post presentations
• The unpredictable stuff that happens via social media -
connections

23. #PharmSci36Slide 23
More Discussion
• Selling for scientists on social media
• Confidence vs. introspective scientists
• Making money on social media

24. #PharmSci36Slide 24
Even More Discussion
• How do you generate interest in a topic?
• How do you decide on your “brand”? What is authenticity?

25. #PharmSci36Slide 25
Cultural Differences
• Limitations on social media, e.g., China
• Cultural differences in what people share
• What to say and What not to say
• When to share