Science engagement and social media

Abstract

The information environment is increasingly composed of online media, especially through the growth and evolution of social media since the early 2000s. This shift is most pronounced for science information in particular, as legacy newspapers cut their science sections and science journalists, communicators, interested publics, and scientists themselves migrated to online-only mediums. Because of these changes, science communicators increasingly rely on social media to engage with peers, stakeholders, and interested publics. The new and changing social media environment, however, also comes with features that can facilitate or limit successful communication. Because bad communication is often worse than no communication, it is important for communicators to understand how the features within and across specific media platforms improve or hinder communication across specific groups, topics, and communication goals. This chapter provides an overview of what we know about practicing successful science communication on social media. It describes why and how science communicators use social media and what the pros and cons of particular features are for communicating on different platforms. It ends with a discussion of how science communication research and training help inform best practices on social media, and how collaborations between researchers and communicators can strengthen science communication.