How to Maximize Science Communications Resources through Social Media

Social media presents a multitude of ways for large organizations to present themselves, interact with the public, and distribute news and information. Interacting with the public directly through social media can build transparency, trust, and loyalty, but the process is not without potential pitfalls such as wasting effort on unproductive campaigns. Organizations must tailor their messages to fit the culture and audience for each particular platform while not losing sight of their key messaging objectives. Techniques for maintaining consistency and efficiency include refining key messages through message mapping exercises, conducting a communications audit to assess the use and effectiveness of various channels, and evaluating the reach, engagement, and response to various forms of messages. Consistent branding also helps build audience recognition and familiarity. Having a strategic approach and clear guidelines and policies can help organizations make the most of their investment of time and effort into social media so they can more effectively and efficiently communicate with their target audiences.