Social Media in Science Marketing-Framework, Instruments, and Strategies. Cases from German Research Institutes

Abstract

Social media in science marketing at research institutions is still in its early stages. Based on studies on social media use at the German research institute Fraunhofer Society in 2010 and 2014, this article illustrates the progress made in the last four years. Even though the changes are significant, it is obvious that there is still a skeptical attitude towards social media and a lack of understanding of its value. The results of the studies show that many research institutes behave conservatively with regard to the variety of social media channels. Reservations can be seen in particular at the science and management levels. First and foremost, research institutions can benefit from social media usage by extending their channels of communication for marketing purposes and reaching their target audiences more effectively. Secondly, social media can also be used to receive information for market research, as social media is characterized by two-way communication. Therefore, it is important to implement a well thought-out social media strategy.