The assumption behind the self-marketing ideas is that in the age of ubiquitous publicity and networking tools such as Twitter, Facebook, LinkedIn, and blogs, professional scientists need to decide whether, to what extent, and how to put themselves out there before their peers and the general public.
This was the second time I'd been interviewed on this topic; the first time was for Marc Kuchner's blog. Kuchner is an astrophysicist and the author of Marketing for Scientists. (If you click on that link and read the interview, please ignore the provocative title.)
At the core of this discussion is an important career-related issue. It has to do with the fact that as a professional scientist you have more than one audience: the primary one--your scientific colleagues--and the rest (mainly the general public, but also policy makers and other potential stakeholders). In one camp are those--I'd say Kuchner is in this camp--who say that in order to succeed, scientists should use all the tools at their disposal to get their names out there. In the other camp is--well, me. Twitter, Facebook, and LinkedIn are fine tools--but early-career scientists aiming to become established within a research community need to be aware that although it is changing, science remains a conservative culture--one that may punish you for seeming to care too much about the wrong things.
The idea that people are rewarded entirely on the basis of their merit--by the quality of the ideas put forward in their scientific articles--is naive of course. Many other factors determine whether your work will even be noticed. If you work alone and don't get out much, your work is less likely to be noticed even if it is correct and important. The more you are integrated into the social structure of your particular area of science, the more likely it is that your excellent work will be recognized. And that, in my view, should be the objective of a proper "marketing" campaign: Go to conferences. Present your work. Ask questions. Network. Most importantly, publish your work in good journals, and send reprints to colleagues you think will be interested. Encourage your senior colleagues to believe that you are a talented, earnest up-and-coming scientist.
There's nothing wrong with Tweeting and blogging (except that it can take a lot of time). But as you decide what to post, remember who it is you need to impress in order to advance your career. 10,000 Twitter followers won't get you tenure.
Scientists who stand back and let their work speak for itself are taking a serious risk: that their excellent work will be overlooked. Those who broadcast their work to the wider world are running a different risk: that they'll win recognition from the wrong people and be punished for it by the people whose opinions matter most.