Maximizing Science Outreach on Facebook: An Analysis of Scientists' Communication Strategies in Taiwan

The internet, and especially social media platforms, offer scientists new opportunities to connect with a broader public. While many studies have focused on science communication on Twitter, surprisingly few have analyzed how scientists use Facebook, even though it is an essential platform for the general public in many countries. A possible explanation for this lack of research is that scientists keep their Facebook profiles separate from their work life and are more active on Twitter in their professional roles. Our study challenges this assumption by focusing on Taiwan as a peculiar case. Due to the local culture, Twitter is less popular there, and scientists are more active on Facebook, even in their professional roles. In our study, we analyzed 35 public pages of scientists on Facebook and assessed the factors explaining the reach of their communication using content analysis in combination with a multilevel model that allowed us to test predictors on the page level, such as the number of fans, in combination with predictors on the post level, such as the complexity of the language used. Our study shows that Facebook can play an influential role in science outreach. To effectively communicate with the audience on Facebook, it is best to use strategies that appeal to new and existing followers. Posts that address current issues and include opinions are likely to be shared widely, while humor or personal self-disclosure is likely to engage the existing audience. Our study contributes to the current debate about alternatives to Twitter in science communication.

Automated summary

The internet, especially social media platforms, provides scientists with new opportunities for public engagement. Previous studies have mainly focused on science communication on Twitter, but few have explored how scientists use Facebook despite its importance for the general public in many countries. This study examines Facebook usage among scientists in Taiwan and finds that it plays a significant role in science outreach. Strategies that appeal to both new and existing followers, such as addressing current issues and sharing opinions, are effective in engaging the audience on Facebook. The findings contribute to the ongoing debate on alternative platforms for science communication beyond Twitter.