Increasingly, that means gaming the system, by focusing on work that promises short-term yields, pursuing “hot” research topics, spending more time on self-promotion (facilitated by the proliferation of social media), and slicing and dicing their work to attract maximum attention. The recent emergence of so-called “alternative metrics” (such as downloads, recommendations, Facebook likes, and Tweets) has intensified the pressure on researchers to stockpile multidimensional evidence of their influence.