Social media tips for scientists
Social media can move fast. Between changing algorithms, new platforms, and evolving audience expectations, it can feel like the goalposts are always moving, but it doesn’t have to be scary to communicate science on social sites. With a little intention and consistency, social media can be a powerful tool to network with peers and collaborators, share the impact of your research with the world, and explore new opportunities for growth and connection.
1. Stay Current
Posting regularly is one of the simplest ways to stay visible and relevant as a science communicator. You don’t need to post every day, but a consistent cadence (even once a month) is a great place to start. The more often you check in, the easier it is to see what others are sharing, what’s getting attention, and how your content can fit into broader conversations.
Part of staying relevant isn’t just what you post—it’s also where you post it. Newer platforms like Bluesky are gaining traction among communities of scientists looking for more open, dialogue-driven spaces. At the same time, long-standing platforms like LinkedIn are shifting too, with content becoming more personal, reflective, and story-driven. Establishing a presence on different platforms can help expand your reach and find the spaces that best align with your goals.
2. Consider Your Audience
Every good social media post starts with a clear sense of who it's for. Are you a new PI trying to recruit students to your lab? Or maybe a comms director trying to catch the attention of potential donors or partners? When you know what you’re hoping to accomplish and who you want to reach with your communication, it becomes much easier to shape your content in a way that feels clear and relevant.
3. Establish Your Voice
While reaching the right audience is key, how you show up matters just as much. People connect most with content that feels genuine. For individuals, that might mean sharing information beyond your latest paper. A glimpse into your daily work, lab culture, or even your personal interests can help others connect with you on a human level. For organizations and departments, a consistent tone helps build trust. Defining a clear voice— friendly, bold, playful, or otherwise—ensures your content feels cohesive and genuine, no matter who’s posting.
4. Make it Engaging
The best posts lead with something people can see, feel, or respond to. When crafting a post, ask yourself: If I saw this in my feed, would I care enough to pause? If not, your audience probably won’t either.
Posts with visual assets receive 1.5 to 2.3 times more engagement than those without. Adding a visual, link, or clear call to action (something that tells your audience what step they want to take next) can go a long way in grabbing your audience's attention and keeping them engaged over time.
5. Social Media is Social
At its core, social media and effective science communication are about sharing and connection, not broadcasting information. A thoughtful comment or reply, or amplifying posts from others in your field, can be just as impactful as posting your own content. Following and engaging with relevant peers, collaborators, or organizations also helps you stay connected and visible in the spaces that matter most to you.
