Science communication in the Digital Era: Social Media
Section outline
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in-person
Ecotekne University Campus, Via Lecce-Monteroni, 73100 LEBuilding A, Seminar room, I floor
Classroom location
(hold down CTRL+left mouse button and click the Google Maps link)
https://maps.app.goo.gl/R47PY17cBwZA4fXV9
July 7th-10th, 2025
25(in-person)
Alessandro Tavecchio (SISSA), Laura Busato (SISSA)
This training course is designed for researchers and early career scientists who want to improve their ability to communicate effectively through social media. Without aiming to turn scientists into influencers, the course provides practical tools to develop a personal or institutional online presence, build visibility and engage with diverse audiences.
Participants will explore the logic of platforms, experiment with content production (including short-form videos), and reflect on how to navigate challenges like misinformation, echo chambers, and digital polarization. Through a mix of theory and hands-on exercises, the course offers a critical introduction to science communication in the digital age. -
By the end of the course, participants will be able to:
- Understand the role and influence of social media in shaping science communication
- Apply the principles of personal branding to make their own academic work discoverable
- Understand and plan the basics of a communication strategy for research projects orinstitutions
- Learn the basics of how to write content for social media
- Understand and navigate public communication risks on digital platforms such asdisinformation and polarization.
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Science on Social Media
The effect of social media platforms on the digital ecosystems: how attention and news creation was reshaped by social media. Understanding the logic of visibility: how algorithms and engagement metrics shape what is seen and shared.
Building a Digital Identity as a Researcher
What does it mean to “be visible” as a scientist online? Strategies for making oneself discoverable and findable. Personal branding basics: goals, audiences, and positioning. Strategic use of platforms: differences in language, features and communities (Twitter/X, Bluesky, LinkedIn, Instagram, etc.)
Communication Strategy for Research Projects and Institutions
How to move from intuition to structured planning: identifying goals, defining audiences, choosing tools. From analytics to feedback: defining what “success” means and how to measure it. Exercises: building a digital communication strategy and content planning for a research project or event.
Writing and Producing for Digital Formats
Writing for social media: clarity, brevity and engagement. Short-form content: case studies and analysis. Exercises: writing and shooting sample content (text and video).
Information Disorder and Digital Risks
The landscape of misinformation and disinformation in science: actors, formats, and platforms. Cognitive biases, echo chambers, and polarization: why facts are not enough and why debunking can backfire. Exercises: hands-on verification and scenario-based roleplay (e.g. crisis communication).