Social media as channels for the public communication of science: The case of Spanish research centers and public universities

Abstract

Currently, the Web is valued as a key channel in the informal teaching of science. Despite that, studies on using social media's tools for the public communication of science are still scarce. The objective of our research is to analyze how Spanish research centers and public universities used Facebook, Twitter, and YouTube to communicate their scientific results to society. Three aspects were assessed: presence (if these institutions registered a profile on social media), connectivity (followers on their public profiles), and intensity (this latter element referred to the number of publications registered on their profile during a one-month period for three consecutive years). The methodology includes the design of an ad hoc checklist, making it possible to compile and analyze data relating to the three above-mentioned aspects. The analysis was carried out in December 2012, 2013, and 2014. From among the principal results, note that the presence of the analyzed Spanish research centers and public universities by way of channels specializing in disseminating science on these three social media websites remains incipient. Nevertheless, the general tendency is for such institutions to use these channels to disseminate their scientific production to the general public. Approximately one-third of the centers analyzed do make use of Facebook and Twitter to transmit knowledge specializing in science; approximately one-sixth do the same on YouTube.