Why Engineers Should Grow a Long Tail

A primer on using new media to inform the public
and to create the next generation of innovative engineers

This short primer, written in 2010, shows engineers how to think about new media by focusing on the deeper issues of communicating in this new user-generated era. Readers will grasp the mindset of new media; an understanding that will long outlast the latest social networking tools.

It will empower practicing engineers to develop new, powerful ways to help the public understand what engineers do and why engineering is important; but perhaps most importantly this primer gives engineers the foundation for reaching the next generation of innovative engineers.

This book began as a series of lectures given over a ten-year period. It's based on talks given at the National Press Club, to the Council for Chemical Research, to various universities and national labs, and in informal speeches in the corners of dining rooms when Bill spoke to small groups.

You can find out were to buy the book, learn what's inside, or review the book's metadata.

Where to buy

Paperback US Amazon, Barnes & Noble | UK Amazon | Canada Amazon | International Links Amazon

ebook US Amazon | UK Amazon | Canada Amazon | International Links Amazon

A PDF of the entire book is available for free. You can download it here.

What's inside the book

• Introduction This chapter emphasizes “think” because this book isn't about technique. You won't learn best practices for Facebook or Twitter. Surely by the time the ink even dries on this page a new generation of devices and web applets will be available. So, it focuses on the deeper issues of communicating in a user-generated era.
• The New Media Landscape & Its Effect on Science Journalism This chapter gives a survey of the current state of journalism - especially science journalism - and a definitionof new media.
• New Media Isn't Just Old Media Delivered in a Different Way This chapter explores new media, highlighting how the significant ways it differs from old media.
• How Engineers Should Talk to the Public This chapter explores the question "So, what should we tell the public?" Are we experts that proclaim the correct answer to a scientific question? Are we primarily teachers whose goal is to create scientific literacy? Or, is there another role for us? For that matter, is our real battle for literacy, or is it against apathy?
• New Media in Action: Two Hypothetical Case Studies To round out the more abstract ideas presented so far, this chapter describes two concrete examples of how the engineering profession might use new media to achieve timeless goals. The first focuses on creating interest among teenagers about engineering, the second on educating the broader public about crucial issues with the power grid using “Citizen Science” methods.
• Conclusion: Creating Zing! This chapter summarizes the essential action items for the engineering profession: 1. Focus on some kind of "how" question. 2. Create the right kind of engineer and foster in the public the proper notion of engineering. 3. Use the low cost of failure to succeed. And 4) embedding the notion of outreach in the "dna" of every new engineer.
• Further Reading A few books to get the reader up to speed quickly on new media.