SHARE AND SHARE WELL. Be good at sharing useful content via the social media platforms you choose to use. This may sound obvious but it’s easily forgotten and it ties in with our tip about being a good listener. Don’t take to Facebook or Twitter just to announce the paper you published. You want people interested in you and to friend/follow you if they value you as a useful source of information. So find out what’s going on in your academic world and pass it on. A great tool that can help you with keeping a steady flow of interesting information flowing through your social media accounts is Buffer. Buffer allows you to quickly select meaningful content from around the web and queue it up to be published at selected intervals — even when you’re away from you computer. This means that if you have very limited time to catch up with your accounts, you’ll still come across as an active user. Another useful tool can be IFTTT. IFTTT allows you to automate lots of content gathering/sharing. There are some people who use it to automatically tweet content selected by a Google or Talk Walker alert for a particular subject area. But ultimately this will make your Twitter account seem like a bot and you’ll frustrate followers who want to hear from YOU! Far better to use it as a way of making sure your blog posts automatically get tweeted, or to allow the same piece of content to be shared across all social media platforms at once, or even to retweet content from your favourite blogs. In short, automation can be good but only when it’s set up carefully and deliberately.