Science communication is increasingly taking place via social media in the form of a variety of audiovisual formats. A research overview by the Transfer Unit summarises the potential associated with this and the challenges that need to be taken into account. Social media in particular offer the opportunity to democratise access to scientific information. For researchers and communicators, this means better accessibility for certain target groups, improved comprehensibility through various communication modes and a wide range of opportunities for interaction and participation. By bypassing science journalistic selection criteria, the diversity of science communicators in the digital space also increases.
However, the balance between entertainment and maintaining the necessary complexity is a major challenge. After all, communication in social media fundamentally follows a different logic than in science. It is also necessary to adapt to the functionalities and expectations of user groups on different platforms. One barrier is the structural scarcity of resources combined with frequent personal responsibility and a lack of recognition and time resources. Increased attacks in the digital space also act as a deterrent.
The authors have derived recommendations on content, structures and post-communicative activities for the use of social media in science communication. For example, the ‘How To’ provides specific tips on preparing scientific content, dealing with platform-specific logics, various interaction options and active branding.
Research overview and recommendations
