The Researcher’s Social Media Tightrope: Where to post and why it matters
Postcard 2nd March ‘25: Aarhus
This week, our lab meeting was dedicated to discussing how to communicate the research within the lab to the general public.
And more specifically, social media.
The guiding questions were:
“Do we want to be on social media - why, why not?”, and if yes
“Which platform(s) to choose and why?”
To be or not to be on social media
Yep, the big questions each social media manager, PR department, and influencer is way too familiar with. Not necessarily something researchers have time, energy, interest or skill for.
And it made me think about my own social media presence. Personal - and research-related.
My Instagram and Facebook are mostly featuring personal content. Facebook is only there since Scandinavian countries still heavily rely on it for group activities. I considered deleting Facebook and even Instagram a couple of times, especially with the most recent directions. My personal answer to be on Social Media: Because it provides me with a way to connect with people I probably would not stay in touch with otherwise. And I still enjoy posting pictures with a caption and a matching music. Let’s see how long these arguments remain valid enough for me to stick with the Meta Universe.
My LinkedIn in s functional and I don’t enjoy posting there much either (but hey, at least I do have LinkedIn). Twitter I never really used, never joined X, same goes for TikTok, Snapchat & Co. I like YouTube - but more as a consumer. Though I enjoy creating video content, too, I simply would not have the time and energy to do it in parallel to my PhD. Substack is already challenging at times. And though I know some of you would like to learn more about my research, I still see Substack more as a creative form of writing. Plus: It can be actually quite tricky mixing actual research with personal details. Don’t worry. Nothing will change here.
But I also kind of want to really contribute to sharing some more actual research-related insights, too.
Which brings us to the “Why”
A colleague of mine made a valid and thought-provoking point: The research we do is funded by the public. And hence, there is at least a subtle responsibility of sharing what the money is used for IN AN EASY TO UNDERSTAND LANGUAGE AND MEDIA (aka not scientific papers).
Personally, I also want to share the curiosity and wonder and magic of research and not add to the barriers that make it sometimes seem like a secluded prestigious elite area of wizzards. Because there are so many people who are genuinely curious and just want to learn more about the world we live in.
Which platform to choose
Choosing a platform can be approached from different perspectives. In the case of science communication, the top 3 are:
Target group
Type of content
Values & ethics
Target group: While a social media expert might advise to be on as many platforms when trying to reach “the general public”, this is simply not feasible for a researcher or a lab. So there is the need for a platform that is less niche as a professional network like LinkedIn and decently adopted - ideally internationally or at least in Europe.
Type of content: Micro-blogging like good old Twitter / Early Instagram times. Brief text, maybe a picture or single-take video. That’s it. Something that can be done easily 1-2x per week on top of a normal research job and well - life (yes, researcher do have normal lives, too ;)). Personally, I would love to create longer form content at some point. But I am an early career researcher. So I am not anywhere close to making bold statements or explaining how the world works. Honestly, right now, everytime I THINK I got myself an explanation to something, it is shattered by something new I learn briefly after 🤣
Values & ethics: This is where the dilemma between target group, type of content and the right platform becomes most evident. As both, a researchers and living creatures in our current times, there is a responsibility of integrity and ethical considerations to make when deciding to be on certain platforms and their directions or not. And this becomes more and more conflictual.
The way forward
For now, I won’t make any changes to my personal social media. Since honestly, if I choose to quit Meta, this must include Facebook, Instagram AND WhatsApp. And hence, resulting in me not having any personal social media (and connection to dear people) anymore.
Research-related, we made a few preliminary decisions, and I will most likely choose my own platform alongside the lab’s decision. Not because we are asked to. But because my personal answers to the questions result into similar pathways (and dilemmas) like the ones in our group.
I’ll keep you posted! And in the meantime, I would be curious to learn how you consume more research-related content that you are interested in. And maybe even your personal current lines of thoughts with social media.
About this week’s postcard
On Thursday, we went to Roskilde for another section meeting. Since Sven was away in Germany, Molly got to go with us on the ferry and we enjoyed a quick lunch walkie at the fjord with another colleague :)
Until next week :)
Hug,
Always love your updates, research AND personal. And very glad you have your presence here on Substack. Thanks for all the work you put into it!