Researchers guide to social media
How to adapt to the transforming social media landscape: Part 2
In my last post, I discussed how social media platforms—their nature and usage—have changed in recent years. And how the fragmentation of the landscape has, understandably, left several researchers wondering how they should move forward.
Here, I share some specific guidelines to help you ensure that you’re using your time, energy, and creative resources wisely to achieve your social media goals.
Select platforms strategically
Once you understand your goals and audience, you can start matching them to the strengths of different platforms. Consider the following:
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Content format
Some platforms thrive on visuals and videos (Instagram, TikTok), ideal for, say, those conducting fieldwork in the exotic wild or those who plain enjoy creating explainer videos. Those leaning towards written content might find Facebook a good fit. X, Mastodon, or BlueSky, on the other hand, could be appealing to those interested in microblogging.
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Target audience
Of course, platforms like TikTok or Instagram offer wider reach, but to a general audience. For academic networking, one could stay with the likes of ResearchGate or LinkedIn. A well-crafted tweet might reach a wider audience than a detailed research paper on Academia, but both can be valuable tools depending on your goals. So, whom do you want to reach out to? For instance, you could probably find students or the general public on Instagram and TikTok, while potential recruiters are more likely found on LinkedIn or Academia.edu, and your peers are probably on Discord.
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Specific objectives
Figuring out one’s networking goals, such as whether you want to build a research profile, seek collaborators, stay informed, or just raise awareness, can help determine the best network to maximize impact.
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Engagement levels
Do you prefer interacting with people with Q&A and comments or would you rather just consume content without participating in any discussion and post content without being required to interact a lot? Do you prefer in-depth discussions to quick updates? Facebook groups and Discord, for instance, are quite interactive, while with sites like YouTube, you could get away with minimal interaction.
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Time Investment
Before diving into a seemingly appealing platform, assess whether you can commit to maintaining an active presence in terms of time. Be realistic; for instance, do you have the time to edit and upload long videos on YouTube, or to write lengthy articles on Medium? With microblogging sites, do you have the time to check, post, and interact multiple times a day? Figure this out and then choose wisely.
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Decentralized v/s centralized platforms
Decentralized platforms such as Mastodon, BlueSky, Peertube, and Hive distribute control and ownership among multiple participants. In contrast, centralized social media platforms like Facebook and Twitter are controlled by a single private entity, posing the risk of compromising user experience for profit—a phenomenon often referred to as “enshittification.” Many users are recognizing this trend and are increasingly switching over to decentralized platforms, despite the smaller audience and the initial learning curve associated with them. The rationale is that with decentralized platforms, at least, a corporate body, sitting at headquarters someplace, won’t be playing puppeteer, governing who sees what, when. But, if you are a master of content creation and generally good at dealing with algorithms, perhaps it does make sense to continue staying on with the biggies. You make the call.
Maintain existing presence
Here’s a tip: If you have an existing X account (or even one on Instagram or Facebook), you might want to keep it. Deleting the account risks impersonation, and it's always wise to be prepared for a potential revival of the platform. Maintaining a basic presence, even if without constant engagement, can safeguard your online space.
Expand network reach
Cultivating networks across multiple platforms can help you maximize your reach. Remember, adapting content slightly to match different platforms' communication styles and audience preferences often does not require too much effort.
But you need to consider the algorithm. Content (be it just hashtags or text or even multimedia) optimized for one platform might not perform as effectively on another, limiting the reach of your content. Even if you plan to repurpose content, adapting it to suit the platform is essential.
Ultimately, the “best” platform/s is the one that resonates best with your goals and audience. By embracing adaptability and leveraging each platform's strengths, you can build strong online connections and amplify their impact within the scientific community.
Conclusion
Ideally, the complex landscape of today's social media necessitates a multi-platform approach from researchers seeking to thrive. This requires resilience, flexibility in online strategies, and a focus on fostering genuine interactions and collaborations. Sure, it might require additional effort. But this "work" can be surprisingly rewarding. Connecting with like-minded individuals from across the globe, building a follower base through online connections, receiving positive feedback on your work, etc., can be extremely gratifying.
The process itself—content creation, building communities, actively connecting, and sharing knowledge—can unlock unexpected creative potential. Ultimately, what matters the most is understanding the power of networking and knowledge dissemination through social media. By actively engaging in this ecosystem, you can contribute to the advancement of science and benefit society as a whole.
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