The Science Communication Unit blog has moved home!

Thank you everyone for reading and following our blog over the last two and a half years – we hope that you have enjoyed the reading the posts as much as we have creating them!

We have now moved to a shiny new home on the new UWE blogs page – don’t worry, all our previous posts have been transferred across but please keep an eye out for any new posts there from now on.

Happy reading!

Science Communication Unit, UWE

 

Showtime! Fun Palaces – bringing science and the arts to the community

Standing behind the counter of Cheltenham Library one Saturday, a colleague beamed at me “Let’s do a Fun Palace”. I had no idea what she was on about. Was she suggesting a new craze I hadn’t heard of? Hmmm, she already works as a Science Communicator so was it something along those lines? My eyes darted around looking for hints – I came clean, I hadn’t the foggiest idea.

Turns out Fun Palaces is an international campaign, bringing science, art, craft and tech together for one weekend a year, free for everyone and run by the community. Libraries are community hubs. In the Gloucestershire service, we offer more than books. A Fun Palace fits in well here.

Once I knew about Fun Palaces, I enthusiastically agreed to help since it tied in to the skills I had been developing on the Science Communication MSc here at UWE. As long as it could wait until after all my assessments were handed in of course. My colleague wrote a proposal, we were given the ‘nod’, and away we went.

So which modules and skills from the MSc were invaluable for the event? I cannot decide. I filled this post with important aspects of the course, then realised no one wanted to read a thesis on this. Basically, I used skills learnt from every module.

The experiences provided by Science in Public Spaces (‘We the Curious’, the Explorer Dome, training by VOX and a self-selected visit to one of the Science Museum ‘Lates’) were extremely useful in highlighting how some ideas work well in some spaces and for some audiences, but not others. It also provided practical skills via the BoxEd project. Writing Science came in handy when it came to publishing promotional tweets, producing marketing materials and writing a last-minute media release. The compulsory modules provided an understanding of audiences, whether people feel able to engage in STEM and how you can get around those who feel they can’t, and the Two Cultures debate.

Most of you will probably be shouting at your screens “Get to the Fun Palace already”. I hear you.

MSc projects: science communication research in the real world

Clare Wilkinson

During our MSc Science Communication at UWE Bristol we focus a lot of effort on supporting students to develop their networking and employability skills whilst they study our modules. That’s one of the reasons why our graduates seem to be pretty successful in finding a job in science communication after studying with us and it also means our students get to meet a wide range of science communication practitioners and academics who are working at the ‘coalface’.

One way in which we build in an opportunity to work with an external organisation is via our Science Communication project module. Since the programme started 15 years ago we’ve had well over 150 students working on projects with our Unit and in 2009 we introduced a specific opportunity for students to conduct their projects in partnership with an external organisation. This has resulted in collaborative projects with organisations and charities including We The Curious, the Durrell Wildlife Conservation Trust, Public Health England, and the British Science Association to name just a few. As our current students complete their projects we spoke to some of the students working with external organisations this year about their experiences.

Anastasia Voronkova

Anastasia Voronkova, joined our programme from her home in Russia in September 2016. Anastasia said ‘in my project, I am analysing Durrell Wildlife Conservation Trust’s, one of the biggest international charities’, Facebook, Twitter and Instagram social media strategies and trying to understand how the audiences on these websites perceive conservation related posts.’ Digital and social media communication have been popular topics for our project students in recent years, and it’s also a space where many organisations are still finding their way, or coming up with contemporary and new approaches to reach audiences.

Anastasia was pleased to have chosen to work with an external organisation, who had been offering ‘great help and support’ alongside her UWE supervisor. Anastasia said her project had also ‘given me a unique opportunity to gain some knowledge about conservation from its active practitioners and to contribute to that field, even if only in the form of a research.’

Lindsey with some of her participants

Lindsey Cooper is a part-time student who began studying her MSc in September 2014 whilst working as an outreach and recruitment officer at Plymouth University. Lindsey has been working with We The Curious (formerly At-Bristol) on her MSc project, which offered exciting opportunities to explore not only the combination of art and science but also the relationship of science centres to underserved audiences, in her case those with physical disabilities. Lindsey said: ‘I have been evaluating a new exhibit called The Box, to see if people with physical disabilities interact and respond to the exhibit in the same way as individuals without a disability.’ The Box celebrates the synergy between art and science, and feature exhibitions and artists that occupy the space where art and science meet.

‘I have really enjoyed the experience of working with an external organisation on my project’, said Lindsey, ‘but involving more individuals has (inevitably) made the process more lengthy and complex. It took me a while to develop my research question and balance what I was interested in with what was useful to the exhibit designers at We The Curious. However, I feel like I’ve ended up with a stronger research question and results than I would have otherwise.’

Ben Sykes on site at Steart Marshes

Ben Sykes was also working whilst undertaking his MSc, though in his case this involved him developing his freelance writing career, following a change of direction after many years working at Research Councils. Ben worked with the WWT Steart Marshes which is a created wetland in Somerset. Ben said ‘this is one of the largest and most ambitious managed coastal realignment projects ever undertaken in the UK’ and the project provided him with a real opportunity to get on site at with the WWT, and to consider the issues they face in ‘communicating the science behind its creation and the ongoing research being conducted there by a consortium of universities.’

Ben described his project as a ‘huge challenge’ communicating in an outdoor, remote environment but by creating three Quick Response (QR) codes which were deployed across the reserve, Ben was able to see some real impacts from his work. Ben continued ‘By linking this to web-based science content, my project resulted in a third of Steart Visitors accessing content on the web and learning something about science. It was a super project to work on.’

Our thanks to all organisations who contribute their time and ideas to work with our students, as well as Ben, Lindsey and Anastasia for their contributions to this blog post. If you are based at an organisation who would like to work with student projects in future please contact Clare.Wilkinson@uwe.ac.uk. Find out more about our Science Communication programmes.

Welcoming Hannah Little, new lecturer in the Science Communication Unit

My name is Hannah Little. I’m a new lecturer at the Science Communication Unit. I will be teaching Science Communication at foundation, undergraduate and postgraduate levels, specially focussing on areas in digital communication.

Previously, I have worked professionally in science communication, primarily coordinating the STEM Ambassador and Nuffield Research Placement programmes in the North East of England. I have come to the Science Communication Unit after completing a PhD at the Artificial Intelligence Lab at the VUB in Belgium, and a PostDoc at the Max Planck Institute for Psycholinguistics. My work throughout both my PhD and PostDoc was primarily on the evolution of linguistic structure. One method I have used in my research is cultural transmission experiments in the lab.

These experiments investigate how language (or any behaviour) is changed as a result of being passed from one mind to another in a process similar to the game “Telephone”. One person’s output becomes the input for a new person, whose output is fed to a new person and so on! This method is being used more and more to look at processes of cultural evolution, and I am interested in using these methods to investigate processes in science communication.

Norman Rockwell (1894-1978), “The Gossips,” 1948. Painting for “The Saturday Evening Post” cover, March 6, 1948.

 

I see existing work in cultural evolution fitting into science communication in 3 main areas:

Science Writing

Using experiments to investigate how stories and information are culturally transmitted isn’t new. As far back as 1932, Bartlett’s book “Remembering” describes experiments that looked at how transmission of a memory from one person to another can affect what information persists, and what is forgotten through a failure in the transmission process. More recently, Mesoudi et al. (2006) used similar experiments to systematically investigate whether information is transmitted more faithfully when it is embedded in a narrative around social interactions compared to equivalent non-social information. I am keen to explore these findings in practical contexts in science communication, for instance looking at how well information persists from scientific article to press release to media story as a result of different types of content in a press release.

Digital Communication

The internet is the home of the “meme” a culturally transmitted idea (this could be any idea, picture, video, gif or hashtag). New methods from big data analysis are being used by scholars interested in cultural evolution to explore the proliferation of memes, and this is even starting to happen in science communication too. Veltri & Atanasova (2015) used a database of over 60,000 tweets to investigate the main sources of information about climate change that were proliferated on twitter and the content of tweets that were most likely to be retweeted. They found that tweets and text with emotional content was shared more often. These findings fit with the findings from Mesoudi et al. (2006) above, demonstrating that multiple sources and methods can be used to accumulate evidence on what it is that allows scientific information to be a) transmitted in the first place, and b) transmitted faithfully.

Hands-on science activities

Another hot topic in cultural transmission is the role of innovation and creativity in the transmission of information resulting in an accumulation of information. Caldwell and Millen (2008) investigated this process using an experiment whereby participants were asked to build the tallest tower possible using just dried spaghetti and blue tack, or the paper aeroplane that flew the furthest. Participants were able to see the attempts of people who had gone before, giving them the option to copy a design that had already been tried, or innovate a new design. The study found that participants got better at building successful towers and aeroplanes later in transmission chains than earlier, indicating that successful engineering skills were being acquired just from the process of cultural transmission. This, of course, is a brilliant finding in its own right, but there is a huge amount of scope for using this paradigm to investigate what affects cumulative cultural evolution in the context of issues relevant to science communication. For example, does explicit learning or simple imitation affect rates of innovation and success? This question has previously been explored using cooking skills in Bietti et al. (2017) and paper aeroplanes in Caldwell & Millen (2009). You can also use these methods to investigate questions about whether the characteristics of the person transmitting the information plays a role in faithful transmission or innovation (e.g. their gender, age, perceived authority, etc.).

Together, I think these case studies of existing literature outline the scope of methods and insight available from the field of cultural evolution to questions in science communication, and I look forward to working with the unit at UWE to generate some new research in these areas!

Hannah Little

References

Bartlett, F. C. (1932). Remembering. Cambridge: Cambridge University Press.

Bietti, L.M., Bangerter, A., & Mayor, E. (2017). The interactive shaping of social learning in transmission chains. In G. Gunzelmann, A. Howes, T. Tenbrink & E.Davelaar (Eds.), Proceedings of the 39th Annual Conference of the Cognitive Science Society (pp. 1641-1646) Austin, TX: Cognitive Science Society.

Caldwell, C. A., & Millen, A. E. (2008). Experimental models for testing hypotheses about cumulative cultural evolution. Evolution and Human Behavior, 29(3), 165-171.

Caldwell CA & Millen A (2009) Social learning mechanisms and cumulative cultural evolution: is imitation necessary?, Psychological Science, 20 (12), pp. 1478-1483.

Mesoudi, A., Whiten, A. & Dunbar, R. (2006) A bias for social information in human cultural transmission. British Journal of Psychology 97(3), 405-423.

Veltri, G. A., & Atanasova, D. (2015). Climate change on Twitter: Content, media ecology and information sharing behaviour. Public Understanding of Science, 0963662515613702.

The BIG Picture

Bloom’s Taxonomy

In July, I travelled to the Centre for Life in Newcastle upon Tyne for the BIG Event – an annual science communication conference organised by the British Interactive Group. The schedule was jam-packed with workshops on a range of topics, from maths and magic to mapping and makery, and I came away buzzing with inspiration and ideas. Here, I reflect on three sessions and consider how these themes influence my science communication practice:

 

Thinking, doing, talking science

I have young children, so I was interested to learn about ‘Thinking, Doing, Talking Science’ (TDTS) – a programme that aims to make primary school science lessons more practical, creative and challenging and encourage higher-order thinking. Rather than teaching facts, teachers ask ‘big questions’ and the children use their knowledge creatively. Teachers using the approach have found that Year 5 pupils make three additional months’ progress in science, compared with standard teaching practice ¹.

The idea of moving away from factual recall comes from educational psychology. It was developed by Dr Benjamin Bloom to promote analytical and evaluation skills and the pyramid of higher-order thinking (see diagram) is known as Bloom’s taxonomy ².

TDTS shows that children become more confident in science when they are encouraged to ask questions and given the opportunity to think. And there are some easy ways to do this, like the Odd One Out game: choose three random objects and say which is the odd one out and why. Of course, there is no right answer but it’s a great way to practise lateral thinking.

My daughters inspire my blog, which celebrates their curiosity. I don’t have answers to all their questions but Simple Scimum gives us a platform for discussion. Do you know how do mermaids go to the loo? Me neither. But with some higher-order thinking, we think we’ve worked it out!

Impact

Over the past decade, ‘impact’ has emerged as a buzzword (see RCUK and HEFCE definitions) to describe the positive effects that academic research can have on the world. And, whilst the concept is becoming normalised in academic practice and research assessment ³ – for example, those who seek Research Council funding must consider Pathways to Impact (i.e. who could benefit from their research and how?) – the potential breadth of impact is vast. By attempting to pin it down, we confer on researchers a responsibility to evaluate and collect evidence of impact. They therefore face a challenge in balancing their scholarly role as teachers, mentors and researchers with their societal role as public intellectuals and ‘impact-makers’.

Thankfully, public engagement is one way to increase research impact. The REF 2014 impact database contains 4,871 case studies with ‘public engagement’ as keywords. And a quick search identified 35 case studies submitted by UWE, including one about engaging with a local patient group to improve leukaemia treatment.

This is great news for me because my role as a Research Fellow is to work with researchers to co-develop projects that engage public audiences with research at UWE, Bristol and to evaluate and analyse the effectiveness of these engagement activities. So far this year, I’ve developed a genetics activity for BoxED and looked at the impact of continuing professional development on science communications practice. I’m also investigating attitudes towards festivals and the effects these events can have on communities, co-designing an approach to create music from bioluminescent bacteria, and visualise what it is like to live with chronic pain.

Not everyone chooses to visit a museum or attend a lecture, so I try to use the everyday ways that people communicate to engage audiences with information about research and make science part of our cultural narrative. For my collaborators, I hope the impact will be in raising the profile of their research, thinking about how it can be informed by the experiences of those outside academia, and celebrating the outcomes and benefits with a public audience.

Post-truth

It is suggested that we live in a ‘post-truth’ era in which objective facts have a lesser influence on public opinion than appeals to emotion and personal beliefs. And if believing is more important than fact-checking, ‘alternative facts’ that undermine established theories can gain currency. But attempting to redress this by flooding people with evidence is not the answer – indeed, it can make things worse as people become more closely anchored to their core beliefs and align themselves with those with similar views ⁴.

But what if science curiosity could counteract biased information processing ⁵ ? Perhaps our role as science communicators is to make science part of public culture and cultivate curiosity, rather than to educate public audiences about scientific issues? And if we can do this by making emotional connections with our audiences and drawing on lived experiences, so much the better.

Maybe we should learn from the TDTS programme and develop innovative and creative communications that promote higher-order thinking across all audiences? And what if this encourages critical thinking and normalises scientific literacy in everyday life. Just think what impact that could have…

Kate Turton

******

References

1. https://educationendowmentfoundation.org.uk/public/files/Publications/Campaigns/Evaluation_Reports/EEF_Project_Report_Thinking__Doing__Talking_Science.pdf
2. Adams, N. E. (2015) Bloom’s taxonomy of cognitive learning objectives. J. Med. Libr. Assoc. 103(3) p152-153
3. Wilkinson C. (2017) Evidencing impact: a case study of UK academic perspectives on evidencing research impact. Studies in Higher Education. http://dx.doi.org/10.1080/03075079.2017.1339028
4. Broks, P. (2017) Science communication: process, power and politics. JCOM. 16(4), C02
5. Kahan, D. M. et al (2017) Science Curiosity and Political Information Processing. Advances in Political Psychology. 38, Suppl 1 p179-199

Are women part of mankind?

The ‘leaky pipeline’ has been in the press again thanks to the now infamous Google staff memo  and the BBC2 programme about ‘no more boys and girls’. Adapted from her original article in the Journal of Science Communication, Laura Fogg-Rogers considers what this has to do with science communication.

To boldly go where no (one or man?) has gone before…

As a science geek growing up in the 1980s, I wasn’t aware of the cultural idea that women who did STEM were considered to be strange. It turns out that this was in fact the tail-end of the gender-neutral movement and indeed I attempted to live my life by the idiom, “To boldly go, where no one has gone before”. It wasn’t until my late childhood that I realised that this was a ‘politically-correct’ adaptation of the original 1960s Star Trek catchphrase, which urged us “To boldly go, where no man has gone before”. It is a subtle word change, but a whole new world of meaning for a little girl with big hopes.

Of course, I have since been thrown out of my utopia and metaphorically crashed into the societal expectations waiting for both myself and my two children (a girl and a boy). Gender roles, expectations, and futures are reinforced in society through multiple interactions every day. Right from day one, girls are given pink dolls and soft teddies, and boys are given loud cars and construction tools. Going against the grain takes exceptional tenacity and strength of character, or perhaps a blinkered view of social norms. This is why we still consider it unusual for men to become nurses or nannies, or women to become mechanics or soldiers (or neurosurgeons in this video).

Is STEM socially acceptable for women?

Humans are social creatures, and more than anything, most of us want to fit in. It is therefore common sense that the things which we see others doing around us, are the things which we want to copy or be part of. The psychologist Albert Bandura termed this ‘social cognitive theory’ (previously social learning theory). This explains how an individual’s learning is not only related to their personal capabilities and experiences, but also by observing others; this can be through social interactions, life experiences, or outside media influences.

Projects like Inspiring the Future show how far we have to go. It is why we specifically recruited women into our Robots vs Animals project to give a 50/50 gender representation, even if it proved controversial . Fundamentally, if girls don’t see women being received positively in STEM roles, then they will never think that STEM is a ‘normal’ thing for women to do.

You can’t be what you can’t see

I therefore argue that if we wish to influence whether it is considered socially acceptable for women to take part in STEM, we need to change the representation of STEM, scientists, and engineers in all aspects of society. The saying goes that ‘it is the straw which broke the camel’s back’, and so it is the everyday ‘microaggressions’ which I believe can make the most difference. We are all responsible for reinforcing gender norms and behaviours, and so we can all make an effort to change!

1. Try to use gender neutral language where possible e.g. firefighter instead of fireman, police officer instead of policeman etc. And don’t be afraid to speak up and challenge others if they state what boys and girls can do, even in everyday social situations.
2. Use the pronoun ‘she’ instead of ‘he’ in stories or descriptions of professions. You’ll be surprised about how odd it sounds (which says a lot…)!
3. Show pictures of women as the active archetype, instead of a passive bystander. For instance, in a presentation about what engineers do, simply showing a picture of a woman being an engineer is very powerful (you don’t even have to mention that she is a woman).
4. Support projects like the Hypatia Project to improve science capital for girls and families from socially deprived areas.
5. Support projects in the workplace to tackle pay disparity and employment rights, such as the Athena Swan project in higher education.

If we all work together, maybe we really can reach a future where we can ‘boldly go where no one has gone before’!

Laura Fogg-Rogers

Engineering in Society – new module for engineering citizenship

Undergraduate student engineers at UWE Bristol will get the chance to learn about engineering citizenship from September.

The Science Communication Unit is launching a new module to highlight the importance of professional development, lifelong learning, and the competencies and social responsibilities required to be a professional engineer.

It follows a successful public engagement project led by Laura Fogg-Rogers in in 2014, called Children as Engineers. The new module is being funded by HEFCE to advance innovation in higher education curricula.

The 65 students, who are in the third year of their BEng or MEng degrees, will learn about the engineering recruitment shortfall and the need to widen the appeal of the profession to girls and boys. They will then develop their communication and public engagement skills in order to become STEM Ambassadors for the future.

The module is unique in that it pairs the student engineers with pre-service teachers taking BEd degrees on to be peer mentors to each other. The paired students will work together to deliver an engineering outreach activity in primary schools, as well as respectively mentoring each other in communication skills and STEM knowledge.

The children involved in the project will present their engineering designs back to the student engineers at a conference at UWE in 2018. Previous research shows that it positively changes children’s views about what engineering is and who can be an engineer .

Teacher Asima Qureshi of Meadowbrook Primary school in Bradley Stoke says;

“The Children as Engineers Project was a very successful project in our school. The highlight was the opportunity to showcase their designs at the university and be able to explain the science behind it. It has hopefully inspired children to become future engineers.”

The pilot project was also successful at improving teachers’ STEM subject knowledge confidence and self-efficacy to teach it. This is vitally important, as only 5% of primary school teachers have a higher qualification in STEM, and yet attitudes to science and engineering are formed before age 11.

Professional engineers in the Bristol region are invited to learn from the project and mentor the students as part of the new Curiosity Connections Bristol network . Delegates are welcome to attend the inaugural conference on November 23^rd 2017 to share learning with other STEM Ambassadors and professional teachers in the region.

Laura Fogg-Rogers, University of the West of England (UWE) Bristol UK

Science Journalism Summer School 2017

Every two years, the Association of British Science Writers (ABSW) hosts its one-day Science Journalism Summer School. The 2017 event took place on 5 July at the Wellcome Trust in London, and I went along as a budding freelance science writer to learn a few tricks of the trade.

I was joined by 135 other delegates on the airy and light sixth floor of the Trust’s superb glass-fronted Euston Road building on one of the hottest days of the year. With me were undergraduates, PhD students, freelancers of many kinds, and established science journalists working for a range of organisations. Oh – and a colleague (Clare Gee) from my Masters course in Science Communication here at UWE! Billed as a 12-hour working day, I indeed arrived for coffee at 9am, and did not depart until 8.30pm after the superb networking session with commissioning editors from a number of science publications, such as New Scientist.

BBC Science Correspondent Pallab Ghosh opened the proceedings, and the format for the rest of the day followed short talks with panel discussion and audience Q&A. We learned about new media trends, particularly around digital news consumption, in the context of the question ‘Where have all the science correspondents/journalists gone?’. ITV’s Science Correspondent Alok Jha extolled the virtues of critical science journalism in the fake news world, asserting the need to communicate conflicts between scientific researchers and cast more light on the imperfections and uncertainties of the scientific endeavour. That doesn’t sit so easily with being a proponent of science, which most of us are.

A session on pitching skills was most revealing, with commissioning editors suggesting that they aren’t receiving enough news pitches (short 250-word pieces) alongside the veritable flood of feature pitches. They were keen to point out that background was largely irrelevant; if the story was good and the source reliable, they’ll take it. And one particularly good tip to remember is that editors often prefer to receive a ‘phonecall, with e-mail used as the follow-up.

The session on investigative reporting left a sense of how good for society the best journalism can be, despite the challenges around funding this type of work in today’s climate. Given the potential risks, freelancers were generally advised to steer clear of investigative reporting!

Perhaps the highlight for me was the final session on “successful freelancing”. There were personal testimonies of the struggle to get going, to find sources of work, to carve out a niche area of specialisation. Max Glaskin, the successful, award-winning author of the magazine Cycling Science, offered a tremendous insight laced with some dark humour along the way. His successful writing career has allowed him to diversify his sources of income through giving talks, chairing panel discussions and undertaking specialist scientific consultancy.

All-in-all, a long but rewarding day, worth every penny. If you want to meet several commissioning editors in one place at one time and establish relationships, then this biennial Summer School is a good investment of your time and money.

You can read my blog, Sykes on Science, at: www.sykesonscience.wordpress.com

Ben Sykes, MSc Science Communication student, UWE

Be visible or vanish

After Cristina Rigutto’s informative seminar on post-publication digital engagement, we asked for her advice about blogging and how to increase our visibility online. Cristina reminded us that a key element of an academic’s profile is their digital footprint (including blogposts, Twitter feed, Instagram and webpages) – but to be effective in communicating your research online, you need people to find and follow you. We’ve all spent time trying to track people down online, sifting through a myriad of content – so how can you raise your profile to let people know you’re out there beavering away?

• You need to be found on Google, the best way to do this is to create a Google Scholar profile. The profile can include all your output, not just peer reviewed content.
• Put your presentations on Slideshare (one of the 10 most viewed sites in the world) it connects to Microsoft and LinkedIn.
• Set up a YouTube channel in your name.
• Wikipedia. – whilst Wikipedia is notoriously difficult to add content to you can easily insert a reference to your paper/ presentation into an existing page about your topic.
• WordPress – put all the information about yourself in one place that then links out to your Twitter profile, Instagram account, blog etc.

It may not be practical to utilise all of these but any one will bump you up the list and help people connect with you.

Tips for academic blogging

An increasing number of academics are using blogs to reach a wider audience and share their research in a more comprehensible way. However, a staggering 81% of people will only read your first paragraph (71% the second, 63% the third and 32% the fourth, you get the idea if you’ve read this far…).

So the opening paragraph needs to contain your key message and words (detail can follow in subsequent paragraphs):

• Keep to 300-750 words.
• Repeat key words and their synonyms.
• Use links inside the post including internal links to other posts.
• Use lists as often as possible (see what we did there!) – a search engine reads html tags and will place your post higher on the results page.
• Tweet a lot about the post – most people only catch a snapshot of the content on their twitter feeds, give your post a chance by shouting about it frequently!
• Send as a Direct Message to anyone who may be interested – you don’t need to ask them to share it, you can just ask their opinion and often they will share your content anyway.

So there you have it, once you’ve set up your digital presence it is relatively easy and not too time consuming to maintain, build it into the everyday activities you carry out as an academic!

Jane Wooster and Kate Turton

 

Tweet or perish – practical tips on post-publication digital engagement

Last month, Cristina Rigutto (communications consultant and social media editor at Public Understanding of Science Journal) came to speak to us, as part of our ongoing series of science communication seminars, about increasing the impact of our research through ‘post-publication digital engagement’. This isn’t about creating ‘impact’ in the REF sense of the word but the use of social media and online news streams to engage a wider public audience with academic research. Here are Cristina’s top practical, time-saving tips for using digital tools in science communication.

Twitter for conferences

Using Twitter is a great way to engage people with your research, especially when you’re attending or presenting at meetings and conferences. Before the conference starts, check Twitter to find out who else will be attending and get in touch with people whose research interests match yours. Let them know that you’ll be presenting and post a visual abstract of your talk or poster to whet their appetite. If you’re going to cite someone else’s work in your presentation, let them know and offer to send them a copy of your slides after your talk. When you get to the conference, tweet your session number and the time and location of your talk along with a picture of your first slide – you’ll encourage more people to come along! Don’t forget to prepare a couple of tweets in advance and ask a friend/colleague to tweet them to share the most salient points from your presentation as you speak. And finally, tweet a link to your slides so that people can download or read them after the event.

Before your presentation:

• Find the speaker and attendee list, network before the event.
• Create visuals to appeal to lay public/ journalists.
• Encourage people to ask questions about your work (in more than one language si possible).
• If you’re citing someone, let them know, offer to send them a copy of your presentation, everyone likes a freebie!
• Tweet session number, time, room number.
• Prepare tweets in advance.

Live tweet  – now an essential part the conference experience!

After your presentation:

• Be open and willing to continue the conversation after the conference has ended.
• Tweet a download of your presentation.

Twitter is also useful for networking outside conference settings. If you publish a paper, tweet the DOI link, include a screenshot of the abstract and use appropriate hashtags. Use direct messages to contact people who may be interested in your work – share your paper and ask them for their opinion. Search for people by discipline or profession to find academics, journalists, students and bloggers who might be interested in your research. Follow them and they might follow you back! You can also use altmetrics to find out who is liking or retweeting your research and then you can get in touch with them.

• Tweet your paper using the journal’s DOI link (ensures google will pick it up), use appropriate hashtags, include a screen shot of the abstract.
• Direct message (DM) people who may be interested in your work – ask their opinion.
• Include images/ infographics/ sketchnotes.
• Find relevant academics, science journalists and bloggers and contact with links to a short version e.g. blogpost rather than original paper.
• Use Journal altmetrics to find out who has tweeted your research – record the names and invite to suitable event.
• Tweet according to a country’s local time.
• The right followers is more important than the number.

Instagram

For many people Instagram seems to be mainly about celebrity lifestyle photos, holidays, culinary creations and well, a sepia tinted view on life – but there is definitely a use for it in the academic world:

It is very difficult to predict your Instagram audience in comparison to Twitter; however, you can often reach a larger lay public. Take the student who spent his summer holidays collecting faecal images (yes, taking pictures of poo!). After posting them on Instagram he ended up answering questions from the general public about the excreta related science – people were fascinated – and this is a good point, people are naturally curious so show them something interesting.

So, how can you use Instagram to show the human side of your research?

• Use it during the research process.
• Use a wide range of pictures – the inside of a lab is fascinating if you’ve never seen one before, try SciArt and selfies!
• Introduce staff members.
• Always include accurate and complete information about the image in the text.
• Include some humour
• Post some videos (more popular than images) – these don’t have to be long or artfully directed, just a few seconds of you talking works!

In short, we came away with a lot of practical tips and ideas for promoting our research that won’t take up too much time. See you all in the social media arena!

Jane Wooster and Kate Turton