How publishers can build trust and safeguard research integrity in the social media era

As of July 2024, social network platforms captivate an astounding 5.17 billion users worldwide, reshaping how we connect, communicate, and consume information daily. This impressive reach not only provides researchers with avenues for wider dissemination of their work but also promotes global engagement, allowing researchers to interact directly with the public, making science more accessible. When used effectively, social media can prove to be beneficial beyond getting more eyes on published research—it can also significantly contribute to generating buzz around scientific conferences and events, foster collaboration across various projects which can effectively connect diverse communities and amplify the impact of research endeavors. Nevertheless, alongside these benefits lie inherent risks associated with social media use in research communication, including the potential for misinterpretation of findings, the propagation of misinformation, and the possible oversimplification of complex scientific concepts that are essential to nuanced understanding. 

In our current "post-truth" era, the rapid proliferation of false information has become alarmingly commonplace. This troubling trend has been significantly amplified by the ever-increasing use of social media, where misinformation, particularly surrounding critical topics like COVID-19 and vaccines, has spread so quickly that it led the World Health Organization to coin the term "infodemic." As concerns regarding research integrity and publishing ethics continue to evolve, scholarly journals and publishers are adapting to tackle these complex challenges. One key aspect of this evolution is the enhancement of research communication, particularly across social media platforms. We are exploring ways in which publishers can encourage responsible research sharing on social media, ensuring the integrity of academic discussions while navigating the challenges of these platforms. 

1. Setting clear standards for social media sharing 

Sharing published research on social media can be more complex than it initially seems, as authors must navigate various considerations when disseminating their work. Factors such as the accessibility of the publication, whether it is openly available or locked behind paywall, and the specific copyright terms attached, even in case of open access articles, are crucial to adhere to. To help authors share their findings responsibly while complying with journal policies and ethical standards, scholarly journals and publishers can provide clear guidelines and, if necessary, training. Furthermore, recognizing that different social media platforms serve distinct purposes, authors can benefit from tailored advice on which mediums to utilize—such as LinkedIn and Twitter for a more text-driven engagement or Instagram for visual storytelling, and how to cultivate their professional networks. An example would be Oxford University Press's social media guide which provides invaluable information and tips for authors to effectively promote their work. 

2. Empowering authors with engaging, shareable formats 

The strategic use of images amplifies the impact of research shared on social media, as several studies, particularly those focusing on Twitter, have shown. These studies showed that posts with images saw a notable rise in Altmetrics. To enhance the value they provide, scholarly publishers can help authors in developing accurate, accessible content, in the form of graphical abstracts and Plain Language Summaries of Publications (PLSP). These formats simplify complex concepts, while increasing accessibility and making research easier to understand, even for the lay audience. 

Graphical abstracts have emerged as essential tools for promoting studies on social media, drawing attention to the full articles they represent, emphasizing key insights, and sparking discussions about the findings. Research indicates that tweets featuring graphical abstracts garner significantly more engagement than those showcasing a single key figure from the article. Notably, the Lancet family of journals offers graphical abstracts, while Taylor and Francis shares PLSPs on social media through either journal accounts or individual editor accounts, along with their own Taylor & Francis account to improve research impact. 

3. Creating specialized social media teams 

In recent years, there has been a noticeable trend among academic journals to actively recruit individuals specifically tasked with managing and coordinating their social media accounts. EHJ Case Reports, for example, provides details of their social media editors on their website. Having in-house social media teams or editors allows journals to have more control over how their publications are shared, ensuring ethical. With in-house social media teams or editors, journals can have better control over how their research publications are disseminated, ensuring that the information shared is accurate, ethical, and aligned with the journal's standards. 

Typically, these roles are filled by trainees or specialists who possess a deep understanding of the journal's specialized field, enabling them to create relevant and engaging content. However, since these roles are relatively new, providing training and offering clear guidelines or a code of conduct for their responsibilities can significantly enhance their ability to craft native posts, effectively reshare content, and respond to comments or inquiries related to the journal's activities and publications. 

4. Building trust through transparency and public engagement 

To build trust on social media, scholarly journals must take an active role in engaging with the public beyond just presenting scientific findings. By communicating not only the results of scientific inquiries but also communicating the intricacies of how science really works, giving the audience a clear understanding of what goes on behind the scenes, journals can foster a sense of reliability and trustworthiness in their interactions with the audience. This could involve sharing transparent information about their editorial processes, partnerships, and decision-making protocols, thereby providing their followers with a better understanding of their operations. For instance, both eLife and Canadian Science Publishing have exemplified this approach by publicly detailing their peer review processes, demystifying their article vetting process. 

Conclusion 

Research integrity faces numerous and ongoing threats that are likely to persist for the foreseeable future, emphasizing the critical role that publishers must play in addressing these challenges. It truly takes a collaborative effort to combat these issues, and publishers, as the reliable gatekeepers of academic work, are uniquely positioned with the necessary resources and expertise to take the lead in this endeavor. Publishers can leverage social media to promote a more responsible and ethical approach to sharing research, and significantly enhance the overall quality and impact of research in today's digital landscape.