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An increasing number of science communicators are embracing social media platforms to engage with the wider audience. The QUEST project has developed a set of recommendations that will help them improve their science communication activities on social networks.
The advent of social media has revolutionized the way in which information is produced and gets consumed. Social media enable news outlets to distribute news and connect with their audiences and, at the same time, amplify users’ ability to communicate and provide feedback. Science communication has not been exempted from such changes, with diverse actors embracing public communication online.
Last year, we performed a quantitative investigation of 498 Facebook pages and 661 Twitter accounts that aim at disseminating science. We collected more than 2M tweets and posts across seven countries and a variety of science communication sources, i.e., Festivals, Industries, Institutions, Magazines, Science Journalists, Experts, Scientists, and Universities.
We found specific patterns that can be associated with greater user engagement on social media. Moreover, thanks to workshops organised throughout Europe, we were able to derive important insights on what constitutes quality in science communication on social media.
All these findings have converged in an experimental phase that involved 32 science communication accounts and their social media managers. Starting from March this year, these accounts followed our suggestions aiming to support their production of quality and effective science communication content. We provided them with principles of quality in science communication, a series of practical tips to increase their reach in terms of user engagement, and specific indications for controversial topics such as Artificial Intelligence, Climate Change and Vaccines. Despite the unexpected arrival of COVID-19, we obtained a very good response, with more than 370 posts published following our tips in the period March-August 2020.
The goal of this experimental phase was to test our recommendations for their possible refinement together with the help and support of communication practitioners. It was a great opportunity to work together to improve science communication on social media in a cooperative and enriching way. We were able to have fruitful (online) discussions on our tips and on the best ways to convey the complexity (and uncertainty) of science on social media platforms.
Last week, Ca’ Foscari held a final workshop with participants to the experiment from different countries. It was a unique opportunity to present our preliminary results and collect feedback and precious suggestions on how to improve our work. We truly believe in the added value of considering different experiences and points of view when developing an output such as our recommendations, which we wish to be actually implemented by communication practitioners and social media managers in their daily science communication activity.
Our recommendations for good practices of science communication on social media will be made publicly available in the next months. Stay in touch!
(Photo by Claudio Schwarz | @purzlbaum on Unsplash)
