My institution "encourages" us to do "outreach" activities once we publish a paper.
This usually consists in blog posts submitted to more popular websites linking to the paper (which heightens the Altmetric score etc etc).
Now I have two drafts for such an "outreach" blog post, and if I re-word it, I may even have a third one. That's a bit boring, and it seems morally questionable, but ... what else shall I do?
Anyway, what is your experience with this kind of encouraged "outreach"? I guess it doesn't help in any way, except that it satisfies some weird top-down "strategy" which measures success in terms of new indicators (Altmetric). Yawn.