Communicating science on social media can be exceptionally rewarding, but it can also be quite disheartening, especially if the science is controversial. Introducing the good, the bad, and the ugly of communicating science on social media. 

The Good

Social media provides a unique opportunity to make science more accessible to everyone. Scientists and communicators can reach thousands of people where they are—a feat not possible before the invention of social networks. We can get science into the minds and hands of those who need it and those who can use it to enact the most change, all without a huge investment.

Communicating science on social media also allows the science to have a human face. Instead of seeing it as coming from an organization or government agency, people can now learn about science from the scientists behind it. And, they can interact with the scientists to ask questions, get answers, and quickly expand their knowledge of specific topics.

The Bad

Just as there are two sides to every coin, there’s a bad side that accompanies the good side of communicating science on social media. Probably the worst thing for science on social media is the viral propagation of misinformation. When certain people post or share it, any information from any source can quickly reach around the globe.

Social media’s ability to be indiscriminate between scientific information from respected, peer-reviewed sources and other sources often leads to the propagation of misinformation. And, when users take information from reputable sources out of context, the science becomes even easier to misinterpret. So, in turn, some of the aspects that make social media so valuable for communicating can lead to mistrust and even ugly interactions and confrontations.

The Ugly

Just one look at any of Jimmy Fallon’ s “mean tweets” segments, and you’ll get a good idea of where the ugly aspects of social media can intersect with communicating science. A false sense of anonymity can lead social media users to act out in ways and with language they would never use in person. This can lead to destructive arguments and even name-calling and bullying.

When it comes to science, antagonistic users may also employee baited questions. They’re designed to appear like normal questions from people who want to learn more about the science. But, they often can’t be answered in the space available on social media or they require explaining some of the most “complex” aspects of science like margins of error.

The Great News

Despite the bad and ugly aspects of communicating science on social media, there’s some great news. With a few tips and some careful planning, you can both take advantage of social media’s good aspects and mitigate the bad and ugliness that can come along.

Here are 10 tips to help you do just that:

1. Tailor your content to your audience
2. Maintain a consistent voice and a steady stream of content
3. Engage only when appropriate
4. Know who you’re interacting with and seek out influencers
5. Be clear and detailed
6. Provide additional information with links to blogs, papers, and more
7. Openly establish your credentials
8. Moderate arguments on your pages
9. Establish comment policies and enforce them

Remember that you can’t convince everyone to see your point of view.