ASC2018 - 11-15 Nov, Sydney

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The value of social media for scientists: what do students think?

When: Tuesday 13th November, 4:00pm – 5:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T12

Twitter is widely considered a useful and effective communication tool among scientists. I explored the perceptions of 472 research-active science students regarding the potential role that social media in general, and specifically Twitter, could play in scientists’ professional lives.

I initially asked students (pre-survey) whether they currently used Twitter and asked for their responses to statements including: ‘Social media plays an important role in the professional life of a scientist’, ‘Social media is a valid way to communicate about science with other scientists’ and ‘Having a professional presence on social media can help my science career’. A month after a class focused on the value of Twitter and other social media to scientists, I asked students to respond to the same statements (post-survey) and also established how many of them had begun using Twitter.

All results were similar across all years (2014 – 2018). Initially, most students used social media personally, but not professionally, and less than a third were Twitter users. Most students perceived social media to be a valid way of communicating about science with lay audiences; few believed this to be true for communicating among scientists.

At the time of the post-survey, half the class used social media both professionally and personally and roughly 80% answered that they were Twitter users. The proportion of students who believed that social media was a valid way to communicate about science with scientific audiences had also increased. Students were also more inclined to agree with the statement that social media plays an important role in the professional life of a scientist.

A one-hour session outlining the value of Twitter to scientists was sufficient to encourage many students to start using Twitter and appeared to contribute to more students seeing a role for social media in the professional life of a scientist.

Session

Evidence-based scicom: Research exploring new and social media

Presenter

Jen Martin, Educator and radio personality, The University of Melbourne

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Evidence-based scicom: Research exploring knowledge, beliefs and perceptions

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T8

When we look around, science communication is everywhere. You see it in museums, in television documentaries, in newspapers, on the radio, in science magazines, social media and the growth in citizen science. But how do we know whether any given effort in communicating science among public audiences is effective? And by which aims and objectives are those efforts measured?

This session will feature research case studies exploring knowledge, beliefs and perceptions and provide insights to improve science communication practice and impact evaluation.

The session is structured into five 15-minute talks and will wrap-up with a 15-minute Q&A for delegates questions and comments.

The session will include the following talks:

Session Producer

Isabelle Kingsley, PhD candidate, Science Communication, University of New South Wales

Session Chair

Dr Carol Oliver, Senior Research Fellow, University of New South Wales

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Making the most of LinkedIn, YouTube & Facebook

When: Monday 12th November, 1:55pm – 3:25pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #M10

Mark will explore 3 of the biggest and most powerful social media platforms LinkedIn, YouTube and Facebook and how everyone in business these days should have a presence and be active everyday.

LinkedIn
– How to complete your profile 100% so its eye catching, position you as an expert in your field and gets found
– How to write your 1st LinkedIn Blog article and the winning formula to use over and over again.
– How and what to do every day on LinkedIn, with posting, sharing, liking and commenting.
– How to use LinkedIn to generate an endless supply of new opportunities.

YouTube

– How to setup and optimise multiple YouTube accounts
– How to record and upload interesting and engaging videos quickly and easily
– How to get your videos ranking on page 1 of YouTube by following a simple formula
– Learn the No 1 Ranking factor YouTube and Google are using to determine Page 1 ranking of videos

Facebook
– How to create a wow looking Facebook fan page that people will want to follow
– How, When and What to post to grow your page likes,  increase engagement and benefit your cause,
– How to record and upload video content that Facebook likes while avoiding the mistakes that most people make.
– How to piggy back on the success of other Facebook pages to grow your audience even more

Session Producer

Mark Warncken, Social Media Trainer | Speaker | Expert – Helping Businesses Generate Leads & Sales Using Social Media. LinkedIn – YouTube – Facebook – Instagram – Twitter

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Elevating science communication through social science

When: Wednesday 14th November, 11:55am – 1:25pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #W10

Effective communication and engagement is key to achieving impact from science. This session highlights how harnessing social science research can improve science communication. Three case studies from Australia’s lead science agency, CSIRO, will demonstrate how social scientists are collaborating with science communication practitioners to elevate science communication and engagement with target audiences. Strategies include formulating engaging key messages, identifying appropriate channels/platforms, and using language and tone to meet communication objectives.

Session Producer/Presenter

Dr Tsuey Cham, Communication & Stakeholder Manager, CSIRO GISERA

Melina Gillespie, Communication Advisor, CSIRO Energy

Session Producer/Chair

Helen Beringen, Communication Manager, CSIRO Land and Water

Presenters

Dr Nadine Marshall, Environmental Social Scientist, CSIRO Land & Water

Dr Andrea Walton, Social Scientist, CSIRO Land & Water

Dr Elisha Frederiks, Senior Research Scientist, CSIRO Land & Water

Amy Edwards, Communication Advisor, CSIRO Land & Water

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Unlocking curious minds: Promoting climate change knowledge and efficacy beliefs among students from lower decile schools

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T8

Currently, we know little if youth are aware of climate change, understand its scientific causes or consequences, and potential solutions. In addition, science teachers’ needs assessment is largely lacking in developing science communication efforts. Based on a collaboration with head of science teachers in five lower decile schools, short and simple animations were developed based on best science communication practises. In particular, social cognitive theory (e.g., Bandura, 1995, 2000) was applied, to focus not only on climate impacts but also to increase self- and collective efficacy beliefs of students that they can individually and collectively act to mitigate and adapt to climate change. The five short videos featured animations on (1) how do we know climate change is happening, (2) how do we determine the impacts of climate change locally, and (3) what solutions will best help mitigate and adapt to climate change. Further, two local climate scientists were featured in separate videos as they are considered the most trusted source of information for the public, aligning with deference to authority theory (e.g., Brossard & Nisbet, 2007; Brossard, 2013). These videos were developed as a resource to local science teachers to adapt in various classes. Based on pre-post survey of 150 high school students following exposure to the videos, we found that the intervention increased students’ knowledge about anthropogenic climate change, belief in scientific consensus, and in particular, their individual and collective efficacies to come together and act on climate change. The science teachers also mentioned using the videos in other classes. The intervention indicates the potential for a collaborative effort between science communication experts, climate scientists, and local science teachers to be able to engage and elevate students’ knowledge and efficacy beliefs about climate change. This research also found the dwindling resources for science teachers needs to be met such local interventions to help teachers better address current science issues. The success of the intervention indicates the effectiveness of localised campaigns in affecting change.

Session

Evidence-based scicom: Research exploring knowledge, beliefs and perceptions

Presenter

Jagadish Thaker, Lecturer at the School of Communication, Journalism and Marketing, Massey University

Co-Author
Daniel Rimmer

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Case studies: Lessons from the experts

When: Tuesday 13th November, 2:00pm – 3:30pm
Where: Theatrette, Level 2 behind the registration/foyer area
Hashtag: #T9

We’ve all seen that news report, facebook post, heard a podcast, etc. that just doesn’t quite get the science right.  This is endemic throughout communicating science and needs to be addressed. So how do we combat the miscommunication of science?

This session shows you how to make a difference in how you accurately communicate science. Each of the speakers in this session will give you their unique ways to combat this vital issue in our community.

The session is structured into four 15-minute talks and will wrap-up with a 30-minute Q&A for delegates questions and comments.

The session will include the following talks:

Session Producer

 

Session Chair

 

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Evidence-based scicom: Research exploring new and social media

When: Tuesday 13th November, 4:00pm – 5:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T12

Science communication has evolved with the prevalence of new media, bringing opportunities for scientists and communicators to interact with their audiences in new ways. But what is the value of investing time, money and effort into these new and innovative ways of communicating science? What are the impacts and what works best?

This session will feature research exploring new media and social media and provide insights to improve science communication practice and impact evaluation.

The session is structured into five 15-minute talks and will wrap-up with a 15-minute Q&A for delegates questions and comments.

The session will include the following talks:

Session Producer, Session Chair

Isabelle Kingsley, PhD candidate, Science Communication, University of New South Wales

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Science storytelling and detective work in Museums

When: Wednesday 14th November, 11:55am – 1:25pm
Where: L1, Level 2 to the left of the registration/foyer area, down the hallway and through the doors on the right
Hashtag: #W12

Join MAAS curators in a participatory workshop and behind-the-scenes tour.

Experience being a curator, learn about object investigation and how to extract science stories from material culture. Deepen your understanding of the role that objects and museum collections play in understanding who we are and what we value.

Then join the curators of science, innovation and technology on a tour of the extraordinary wonderland of the Museum’s underground collection store.

Please note: There is one flight of stairs to access the Collection Store.

Session Producer, Presenter

Tilly Boleyn, Curator, Museum of Applied Arts and Sciences

Presenter

Matthew Connell, Principal Curator, Museum of Applied Arts and Sciences

Nina Earl, Science and Technology Curator, Museum of Applied Arts and Sciences

Angelique Hutchison, Curator, Museum of Applied Arts and Sciences

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How should we communicate science on social media? A machine learning approach to science communication research.

When: Tuesday 13th November, 4:00pm – 5:30pm
Where: Theatre, Level 2 down the stairs to the right of the registration/foyer area
Hashtag: #T12

There is concern that a crisis of trust may be looming between society and scientists, as evidenced by the display of considerable public distrust in important issues such as climate change and childhood vaccinations. This perceived erosion of public confidence in science is one of the impetuses behind the public engagement with science movement, whereby scientists are called upon to engage in dialogues with the public to help improve public trust in science and scientists. Thanks to their built-in architecture for participation, social media have been hailed as useful tools that scientists can use to engage directly with the public. Despite the growing interest in social media to communicate science, evidence for the effectiveness of social media in influencing public attitudes towards science is scant. This study addresses two overarching research questions: (1) does communicating with scientists on social media have any effects on public trust in science and scientists? and (2) what are the factors that affect audience engagement and trust in science?

More than 500,000 space science-related social media messages were collected. The main method used is machine learning, demonstrating the feasibility of automated methods in science communication research. Results indicate that communicating with space scientists on social media causes a boost in trust in science and scientists. Further, results also suggest that the factors associated with audience engagement (e.g., retweets, likes) and trust in science are very different: visual elements stimulate audience engagement, while similarity is the biggest determinant of trust. Authenticity is the only feature that impacts both engagement and trust. This suggests that science audiences like and trust messages that are personal, honest, and genuine. The world increasingly needs scientists to also be advocates of science. The findings of this study represent concrete evidence that could help guide social media science communication efforts.

Session

Evidence-based scicom: Research exploring new and social media

Presenter

Yi-Ling Hwong, Post-doctoral research associate, Climate Change Research Centre, UNSW

Co-Author
Dr Carol Oliver, Senior Research Fellow, University of New South Wales

 

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What’s next: Taking your sci com career to the next level

When: Tuesday 13th November, 4:00pm – 5:30pm
Where: L2, Level 2 to the left of the registration/foyer area, down the hallway and through the doors on the right
Hashtag: #T15

So you’ve been in science communication for a while, and wondering what to do next. This session is a group brainstorm of career directions, opportunities and inspirations.

Where are the influential jobs? What are the big challenges developing for sci com? Should I go freelance? Can I make enough money from sci comm to have a secure future!?

Everyone’s answers will be different, but hopefully you will make connections and get inspiration to get you on the right path for you.

Session Producer, Workshop Facilitator

Dr Phil Dooley, Galactic Commander, Phil Up On Science and ASC National co-vice-president

Attendees

Anna Attard, Research Assistant and Masters Student, University of New South Wales
Anne-Sophie Dielen, The Australian National University
Dr Astha Singh, Vice President | ASC NSW, ASC
Bobby Cerini, Questacon – The National Science and Technology Centre
Broderick Matthews, A/g National Programs Manager, Questacon
Caleb McElrea, University of Melbourne
Catharina Vendl, University of New South Wales
Dr Catherine Dorey, Consultant, Fish & Fisheries | Science Communication | Campaign Strategy
Catherine Healy, Science Communication Advisor, Environment Protection Authority Victoria
Catherine Somerville, Doherty Institute
Emma Saville, EPA Victoria
Errol Hunt, FLEET: ARC Centre of Excellence
Jane Ilsley, Econnect Communication
Jasmine Fellows, CSIRO
Jen Martin, Educator and radio personality, The University of Melbourne
Jessica Heinemann, Centre for Biopharmaceutical Innovation – UQ
Jun-Ting Yeung, University of Melbourne
Kimberly Cullen, Managing Director, Crafting Astronomy Communication
Laura McCaughey, UTS
Lee Byrne, Victorian Comprehensive Cancer Centre
Matt Nurse, Masters degree candidate, CPAS, Australian National University
Meagan Vella, NPWS
Melina Gillespie, Communication Advisor, CSIRO Energy
Micaela Jemison, Science Communicator, Smithsonian Institution
Michael Helman, Communicatrium
Michelle Neil, Australian Citizen Science Association
Michelle Riedlinger, Associate Professor, University of Fraser Valley, Canada
Naomi Koh Belic, University of Technology Sydney
Nicole Fetchet, Questacon – The National Science and Technology Centre
Rachel Rayner, Science Communicator, Australian Volunteers Program
Rebecca Blackburn
Richard Chi, Sydney Observatory – MAAS
Ruth Redfern, CRDC
Sally Grosvenor, CDPC, University of Sydney
Sarah Buchan, The Mullion Group
Sheryn Pitman, Programme Manager Inspiring South Australia, South Australian Museum
Susan Rauch, Lecturer, professional writing (science and technology), Massey University, School of English and Media Studies
Tom Rayner, Griffith University
Taryn Laubenstein, ARC Centre of Excellence for Coral Reef Studies
Dr Tsuey Cham, Communication & Stakeholder Manager, CSIRO GISERA
Tyrone Anderson, ASPIRE – UNSW
Vanessa Fuchs, The Royal Botanic Garden Sydney

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Questions? Please contact Kali on asc2018@asc.asn.au.

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