#SciCom: Social media as the light at the end of the tunnel

By Diana Lopes, Irina Lousa e Mariana Martins

At the beginning of 2021, around 53 % of the world population use at least one type of social media (1). Due to the accessibility and increasing popularity of these platforms, many researchers are embracing social media for science communication.

Social media represents a real-time and open-access route to disseminate scientific discoveries and, at the same time, an opportunity to engage with a broad audience (2). This way, scientists can use social media as a tool to increase the visibility of their research while addressing the general public (3).

Indeed, these platforms are a useful tool to raise public awareness on specific topics, educate the readers on a particular field, promote interest in scientific issues, and increase science literacy. Social media allows researchers to keep an up-to-date exchange of knowledge and ideas among the scientific community, by facilitating communication between users. Additionally, social networking promotes collaboration between scientists regardless of their geographical location (3).

However, many are still sceptic to accept science divulgation on social media, as they are concerned that it may lead to science trivialization. A paper published in the peer-reviewed journal Public Understanding of Science demonstrates that making science accessible for laypeople could lead to an increased reliance on their capabilities when evaluating scientific claims despite the lack of knowledge on the topic, a phenomenon named “easiness effect” (4).

To accomplish a successful communication, as scientists, we need to use the same channels where the general population is engaged, thus social media power in communicating science is easily recognized. Stepping into the public eye requires caution. It is important to follow some criteria on how to commune science on social media.

Choosing the platform

Social media platforms most commonly used by scientists are ResearchGate, Facebook, LinkedIn, Twitter and Academia.edu (5). Even though the scientific community is very sceptical about using these platforms, the truth is that each day the number of content created for social media increases.

As scientists, we must think: since most of the world population are daily consumers of content on these platforms, should not our content be adapted to them? After all, as scientists, is not our goal, besides the research, to communicate our research to the community? This transition is not easy. After all, how can we easily communicate with the general public?

The first thing to do is to choose the platform. Be that for a research group communication or personal research communication. We should always choose the platform that we feel more comfortable at, but that also allows us to reach the desired public. The level of interaction that the platform grants is also another factor to consider.

After selecting the best platform, carefully tend to your content. Study what best ways to interact with your audience. Even though scientists are reluctant to use Instagram, several successful accounts successfully communicating science on the daily. To get inspiration, check out the following accounts: @scicomm.group, @sci_comm, @science.sam, @science.bae, @women.doing.science and @taz.science.

As you can see, several renowned scientists are going with the trend and meeting their audience. Get inspired and do not shy away from letting the world know your amazing work!

Communicating during a pandemic

With the current Covid-19 public health crisis came the need to speed up the spread of information. It is not only important to inform the general public about Covid-19 and the necessary precautions, but it is also crucial to accelerate research. The use of social media for science communication made that information much more accessible to both. However, the flip side is that it considerably increased the number of emerging conspiracy theories and the spread of fake news. The parish of these news on digital platforms, even after scientists refute them, merely perpetuates and exacerbates the problem. How can it be solved? Just by competing with the astonishingly fast pace share of fake news on social media (6).

According to a study performed by Pew Research Center, only 29% of the posts from 30 science-related Facebook pages cover scientific discoveries, as you can see in the following picture.

Source: Hiltin P, Olmstead K. The Science People See on Social Media: Pew Reaserch Center; 2018 [Available from: https://www.pewresearch.org/science/2018/03/21/the-science-people-see-on-social-media/].

Therefore there is proof that it is of the highest importance that scientists, by using simple language and providing the general public with even more reliable information through the platforms used daily (social media), can simplify science communication.

Still not convinced? In this video, some scientists share their perspectives about the use of social media in science communication. Watch it by clicking on the link below:

References

1. Tankovska H. Number of global social network users 2017-2025: Satistica; 2021 [Available from: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

2. Social media for scientists. Nature Cell Biology. 2018;20(12):1329.

3. Collins K, Shiffman D, Rock J. How Are Scientists Using Social Media in the Workplace? PLoS One. 2016;11(10):e0162680.

4. Scharrer L, Rupieper Y, Stadtler M, Bromme R. When science becomes too easy: Science popularization inclines laypeople to underrate their dependence on experts. Public Understanding of Science. 2016;26(8):1003-18.

5. Van Noorden R. Online collaboration: Scientists and the social network. Nature. 2014;512(7513):126-9.

6. Koerber A. Is It Fake News or Is It Open Science? Science Communication in the COVID-19 Pandemic. Journal of Business and Technical Communication. 2020;35(1):22-7.