Building an Effective Social Media Strategy for Science Programs



Social media has emerged as a popular mode of communication, with more than 73% of the teenage and adult population in the United States using it on a regular basis [Lenhart et al., 2010]. Young people in particular (ages 12–29) are deeply involved in the rapidly evolving social media environment and have an expectation of communication through these media. This engagement creates a valuable opportunity for scientific organizations and programs to use the wide reach, functionality, and informal environment of social media to create brand recognition, establish trust with users, and disseminate scientific information.