Entries for the 2020 Newsbrief Awards are now closed.
Since 2009, we’ve been celebrating achievement in brief science writing and multimedia with the DCSWA Newsbrief Awards.
DCSWA accepts entries in two categories: writing (primarily written text), and multimedia (primarily audio, video, photos, infographics, or a combination thereof). Members of DCSWA can enter their own work, or others can nominate it, via the entry form. Entries will be judged by a panel of science writers and media professionals selected by the DCSWA board. The winner in each category will receive a prize of $300. Honorable mention certificates will be awarded at the judging panel’s discretion.
Speaking of judges, if you’re interested in serving as a judge for either the writing or multimedia panels, please email us at newsbriefaward@gmail.com. Thank you for your participation!
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Virtual Professional Development Month 2020
Professional Development Month Kickoff Event: Newsbrief Awards featuring Fireside Chat with Lisa Palmer
June 2 @ 7:00 pm – 8:00 pm
The kickoff event of DCSWA’s series of professional development events on Tuesdays and Thursdays in June will feature a quick address from DCSWA president Rachael Lallensack about the outlook of DCSWA this year in these uncertain times, a short Newsbrief Award Ceremony to honor this year’s winners and Fireside Chat with Lisa Palmer, author of “Hot, Hungry Planet” and the inaugural National Geographic Visiting Professor of Science Communication at the George Washington University School of Media and Public Affairs, on covering non-COVID-19 science during the pandemic.
This session was not recorded.
Professional Development Month: Navigating the Editor/Writer Relationship
June 4 @ 7:00 pm – 8:00 pm
Writers and editors alike benefit from a relationship built on trust and clear communication. What can each do to build rapport and get what they need, from clean copy to securing work? We’ll hear from experts on best practices to navigate the editing process, setting expectations and managing disagreements. Editor panelists will share tips on cultivating relationships with their writers – staff, freelance or remote. Writers will give advice on making connections that lead to editors seeking them out to write stories and pointing them to career-boosting opportunities, like awards and fellowships.
Featured speakers include Lauren Wolf, executive editor at Chemical & Engineering News; Lauren Morello, deputy health care editor at Politico; Gabriel Popkin, freelance journalist; Sarah Zhang, staff writer at The Atlantic.
Professional Development Month: Curating Instagram Stories
June 9 @ 7:00 pm – 8:00 pm
Instagram is currently the most engaged social platform, so being able to share science stories through compelling photos can go a long way. This session will explore the components of a successful Instagram profile, with examples from organizations and individuals who have mastered the skill.
Professional Development Month: Kickin’ Kickers
June 11 @ 7:00 pm – 8:00 pm
Do you find yourself stumped when putting the finishing line on that short, newsy brief? Do you dread wrapping up a big feature? Panelists will share their strategies for the sometimes frustrating task of coming up with compelling endings. They’ll go beyond the standard kicker quote to discuss how to wrap up loose ends, draw memorable conclusions, and leave readers satisfied.
Featured speakers include Sarah Kaplan, climate reporter at the Washington Post; Tina Hesman Saey, senior writer at Science News; and Michael Greshko, science writer at National Geographic.
Professional Development Month – Virtual Pitch Slam 1
Some of DC’s finest editors will share what stories they’re looking for and give advice for how to pitch their publication with a Q&A portion to follow during which you can ask general questions about pitching. Optional: You are encouraged to prepare a pitch that can be presented in 90 seconds, after which you’ll get feedback on it from the panel. Note: This session will not be recorded and attendees are expected to keep others’ pitches confidential.
Editors joining the panel:
Lisa Moore, the editorial director and editor-in-chief of National Wildlife magazine, “an award-winning publication that goes to roughly 450,000 members of the National Wildlife Federation as a benefit of membership.”
Sarah Zielinski, the managing editor of Science News for Students, “a free, award-winning online publication dedicated to providing age-appropriate science news to learners, parents and educators.” Science News for Students is published by the Society for Science & the Public.
Lauren Wolf, the executive editor and deputy editorial director at Chemical & Engineering News, “the world’s most comprehensive and authoritative news source about chemistry and related fields.” C&EN is published by the American Chemical Society.
Professional Development Month: Making the Most of (Virtual) Site Visits
June 18 @ 7:00 pm – 8:00 pm
When reporters come out to visit a lab or some other research facility, both they and the PIOs who host them want the experience to be a great one. Too often, though, it can be a waste of time. Our panel of journalists and PIOs will discuss the pitfalls to avoid, and tips for how to make the experience productive for everyone. Among the topics: Who does the tours? How are they trained? What do you show off (one clean room looks like another)? Are table briefings actually better than dragging people around looking at shiny stainless steel? And is there a future for virtual tours of facilities that would actually be more interesting than the real thing?
Featured speakers include Susan Pell, deputy executive director at U.S. Botanic Gardens; Amy Bolton, public programs manager at U.S. Botanic Gardens (formerly of the Smithsonian Natural History Museum); and Rick Borchelt, director of communications and affairs at the Department of Energy’s Office of Science.
This session was not recorded.
Professional Development Month – Virtual Pitch Slam 2
Some of DC’s finest editors will share what stories they’re looking for and give advice for how to pitch their publication with a Q&A portion to follow during which you can ask general questions about pitching. Optional: You are encouraged to prepare a pitch that can be presented in 90 seconds, after which you’ll get feedback on it from the panel. Note: this session will not be recorded and attendees are expected to keep others’ pitches confidential.
Editors joining the panel:
Nsikan Akpan, a science editor at National Geographic.
Caryl-Sue Micalizio, managing editor at Eos, “a source for news and perspectives about Earth and space science.” Eos is published by the AGU.
Torie Bosch, the editor of Future Tense, “a project of Slate, New America, and Arizona State that looks at the implications of new technologies.”
Professional Development Month: Scientific Studies and Data — How To Tell The Good From The Bad From The Ugly
June 25 @ 7:00 pm – 8:00 pm
It’s not always easy to tell which studies are worth writing about and which aren’t. In this talk, we’ll go over how to assess the quality of a journal as well as the information and statistics within a study.
Featured speakers include Bruce Lee, senior contributor at Forbes and professor at CUNY Grad School of Public Health & Health Policy.
This session was not recorded.
Professional Development Month Closing Event: Plenary Talk with Maddie Sofia, host of NPR’s Short Wave
June 30 @ 7:00 pm – 8:00 pm
Maddie Sofia, the host of the daily NPR science podcast Short Wave, will talk about what she’s learned from her time communicating science to the public. From unraveling mysteries to covering new discoveries in today’s headlines, Sofia and her team create engaging science snapshots for the public, infused with humor and creativity.
DCSWA Condemns Assaults on Black Lives and Press Freedom
The DCSWA board condemns assaults on Black lives and press freedom. We stand for justice and equality.
In the midst of a global pandemic and economic crisis that both disproportionately affect communities of color, protests erupted nationwide last week after a Minnesota police officer killed George Floyd, an unarmed Black man. In March, Breonna Taylor, an unarmed Black woman, was fatally shot by officers in her home. These wrongful deaths of Black people at police hands are not isolated incidents. As an organization of journalists, public information officers, and communications professionals, we look to the facts: In 2019, Black Americans made up 24% of victims killed by police officers, but make up only 13% of the United States population.
Since the protests began, U.S. Press Freedom Tracker has tallied more than 149 “assaults,” which includes “physical attacks, but also tear-gassing, pepper-spraying, or being fired upon with rubber bullets and other projectiles,” on journalists by police officers, according to the Intercept. The same group has counted more than 45 journalist arrests. As evidenced by the arrest of a Black CNN reporter on live broadcast last Friday, Black journalists can experience additional risks and trauma in covering these events.
Racial bias does not only exist in the form of police violence. More than 59 percent of hate crimes that occurred in the U.S. in 2018 were motivated by race, ethnicity, or ancestry bias, according to an FBI report. This year, as COVID-19 spread across the country, there have been discriminatory attacks on Asian Americans, with more than 1,700 reports since March 19. Since 2016, hate crimes on the basis of race, religion, and sexual orientation have all risen in recent years—but many instances go unreported.
Hate crimes are obvious and aggressive forms of discrimination. But racism in the United States is systemic. We echo our colleagues at NASW in recognizing that “racism bleeds into our work and workplaces and feeds into the system that perpetuates this violence.” Journalists of color often face harassment from sources and become targets of vicious online abuse. Other science communicators of color face direct and indirect racism in their workplace.
We call on scientific, communications, and journalism communities to better support colleagues of color in our own fields. Newsroom employees and university faculty are less diverse than U.S. workers overall. It’s imperative that these industries take steps to bring meaningful inclusivity and diversity to the workplace.
Change starts with us. DCSWA recognizes that more diversity among journalists, public information officers, and communications professionals means better journalism and better communications as it represents a broader range of experiences, backgrounds, and expertise.
We echo the Capital Science Communicators in California in encouraging all members to be allies. They write:
“Examine your own assumptions, cognitive biases, and knowledge gaps regarding the prevalence and seriousness of institutional threats that Black Americans face everyday. Learn to identify policies and attitudes at your workplace that are ripe for reexamination. Seek professional development training for yourself and your team on diversity, equity, and inclusion. Create supportive spaces for colleagues and mentees to discuss and recommend improvements. Communicate your efforts and model positive change for others in your peer group.”
The principles stated in our code of conduct are not just words: DCSWA is dedicated to providing a safe and welcoming experience for everyone, regardless of gender, gender identity and expression, sexual orientation, disability, physical appearance, body size, race, ethnicity, age, national origin, or religion. DCSWA does not tolerate harassment of members in any form.
The DCSWA board will continue to serve all of our members and has already begun discussing new programming and resources around boosting diversity and inclusion. And we’d especially like to hear from you to guide our next steps forward. Please don’t hesitate to reach out to us via email during this time at president@dcswa.org.
We have curated a resource guide for those in need of support or those interested in improving the diversity of journalism, becoming an ally, and contributing to newsrooms and journalists on the frontlines. NASW has also curated an exhaustive resource guide about inclusivity and intersectionality in the workplace and greater science community that you can contribute to directly.
— DCSWA Board
Winners Announced for 2019 DCSWA Newsbrief Award
For Immediate Release
April 28, 2020
Contact: Christine Dell’Amore
rueparadis@gmail.com
newsbriefaward@gmail.com
Winners Announced for 11th Annual DCSWA Newsbrief Award
Washington, D.C.— A digital news story about Machiavellian plants and a video about jumping maggots have won the eleventh annual D.C. Science Writers Association’s Newsbrief Awards.
Longform journalism often gets our accolades, but short pieces are the true workhorses of science communication. In the spirit of recognizing these unsung works of excellence, we have been offering the Newsbrief Awards since 2009. In 2015, we added a Multimedia category.
For the 2019 award, two separate panels of distinguished science writers judged more than 50 entries.
In the Writing category, Nala Rogers won for her story “Plants Get Creative to Fend Off Foraging Insects,” which ran in Inside Science. “Through breezy text and solid reporting, Rogers delivers a pithy, fascinating read on this clever plant’s pollen-trapping ways,” said one judge. Rogers’ work impressed judges so much that she earned an honorable mention, as well, for her story “New Leech Found in D.C.-Area Swamps,” also in Inside Science.
Rogers covers the Earth and creature beats for Inside Science. She is a graduate of the Science Communication Program at UC Santa Cruz, and she has written for Science, Nature, and Scientific American, among other publications. She has a penchant for stories that champion underappreciated species.
The other Writing honorable mention went to Tina Hesman Saey for her story “Losing genes may have helped whales’ ancestors adapt to life under the sea,” published in Science News.
Hesman Saey is the senior writer at Science News, where she covers molecular biology. She is a native of Nebraska, but adopted St. Louis as an additional home town after spending 15 years there as a Ph.D. student at Washington University and a science reporter for the St. Louis Post-Dispatch. Tina also has a masters in science journalism from Boston University.
In the Multimedia category, Helen Thompson and Susan Milius earned top prize for her video “How some maggots jump without legs” on Science News. “The music makes this! Fabulous combination of music and visuals in the intro. Really great pacing for the visuals throughout,” said one judge.
Thompson is the associate digital editor at Science News, where she helps manage the website, makes videos, builds interactives, wrangles cats and occasionally writes about things like dandelion flight and whale evolution. She has undergraduate degrees in biology and English from Trinity University in San Antonio, Texas, a master’s degree in science writing from Johns Hopkins University in Baltimore, Maryland.
Milius has been writing about botany, zoology and ecology for Science News since the last millennium. She worked at diverse publications before breaking into science writing and editing. After stints on the staffs of The Scientist, Science, International Wildlife and United Press International, she joined Science News.
One of the Multimedia honorable mentions went to Sofie Bates for her video “Contact lenses flushed down toilets pollute oceans” in Inside Science.
Bates is a science writer who unexpectedly fell in love with Premiere Pro and has since changed her self-designated title to “print and multimedia storyteller.” She’s a recent graduate of the Science Communication program at the University of California, Santa Cruz. Bates is now making videos about NASA’s Landsat satellites as an intern at Goddard Space Flight Center.
Another honorable mention in the Multimedia category is awarded to Kerri Jansen, Tien Nguyen, and David Vinson for their video “How burial methods affect the environment,” on Chemical & Engineering News.
Jansen is a multimedia reporter at Chemical & Engineering News, where she produces news videos and co-hosts the podcast Stereo Chemistry. Prior to joining C&EN’s science team, she reported for trade publications covering the waste management and plastics industries.
Nguyen is a freelance journalist, video producer, and reformed Ph.D. chemist. Her stories and scripts about drugs, space, energy, and beyond have been featured in Chemical & Engineering News, Nature, Vice News, TED-Ed, and other outlets.
Vinson started his career in media production way back in the ’90s, when nonlinear editing was not yet a thing. He earned a Bachelor of Fine Arts from Virginia Commonwealth University. He is currently a video producer at the American Chemical Society, where he produces Speaking of Chemistry for C&EN.
DCSWA plans to celebrate the winners later this year and will share updates about a virtual ceremony as they become available. Each winning team will receive $300 and a trophy; those awarded honorable mentions will receive certificates.
DCSWA members were eligible to submit entries published between January 1 and December 31, 2019. The D.C. Science Writers Association is an organization of more than 500 science reporters, editors, authors, and public information officers based in the national capital area. Details on how to enter the 2020 Newsbrief Award will appear on the DCSWA website by the end of the year.
Photos of the winners are available upon request.
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Finding diverse sources
By Maddie Burakoff
A panel of scientists and science writers gathered at Professional Development Day 2019 to discuss how to bring more diverse sources into science journalism and why it matters.
Inclusion requires consistent effort, NPR’s Nell Greenfieldboyce said. When Greenfieldboyce started tracking her own sources on a spreadsheet, she was shocked to find she was quoting men much more often than women, even though she was all for gender equality. After she became aware of the problem, she made an effort to diversify the voices she used.
One tip she suggested was to go beyond calling just the lead author on a study and instead talk to other authors for more varied perspectives, particularly if those authors come from a different background.
Though Greenfieldboyce admitted bringing in diverse voices required more effort (“I’m thinking about it all the time,” she said), she described it as “worthy work” that can also help lead to the discovery of unique, untold stories.
Freelancer Mollie Bloudoff-Indelicato brought up another resource for journalists to be more inclusive in their coverage: the Diverse Sources Database, a project she founded to counteract the excuse that journalists simply can’t find diverse sources quickly enough. The website lists hundreds of experts in different fields, all of whom have been vetted for credibility and agreed to talk to reporters on deadline.
Beth Linas, an infectious disease and digital health epidemiologist, also discussed the initiative 500 Women Scientists, an international organization that broadly aims to support women’s participation in science fields. The group created the platform Request a Woman Scientist to similarly give journalists a resource for finding sources on deadline, and promote the inclusion of women scientists in other contexts like conference keynotes and panels.
Taking steps to diversify source lists is essential to correcting an inaccurate portrayal of scientific fields — as Linas put it, the idea that all science is “pale, stale and male.” More diverse representation, panelists said, can help break down barriers in science instead of reinforcing them.
“The media has a lot of power,” Bloudoff-Indelicato said. “We have the ability to make change, for better or worse. And how individuals construct their identities … it’s shaped by the media.”
Raising awareness on sensitive topics: A Conversation
By Jeremy Rehm
Wendy Ellis, the project director for the Building Community Resilience collaborative at George Washington University, shared the story that drove her to become interested in the issue of childhood trauma.
She was a TV news producer in Seattle, Washington. The story was about the death of a little girl named Loria Grace. She was killed by her mother, who had a substance use disorder.
Ellis fought to get only three minutes to air a story about Grace’s death and the many systemic pieces that had ultimately failed the little girl and her mother. But simply telling a story in three minutes wasn’t enough.
“There was so much more to this issue,” Ellis said.
That’s in part why she left media for studying public health. Ellis described her transition from journalism to science at a lunchtime fireside chat at Professional Development Day 2019.
Ellis’ community resilience project aims to link communities with public and private organizations to help children and adults buffer against adverse childhood experiences, such as sexual and physical abuse, neglect and parental separation, incarceration and substance use disorders.
These experiences can leave children constantly stressed and, in turn, have long-lasting effects.
“This trauma literally gets under the skin and changes outcomes across the lifespan well beyond childhood,” Ellis said.
The discussion led to an open Q&A between the audience and Ellis, during which she explained how storytellers can bring these subjects more coverage.
The first piece to understand is that the problem is complex, Ellis says. It’s not enough to only know what’s happening at the physiological level, that trauma can emerge in behavioral disorders and health issues such as obesity.
“It’s just as important — probably more important — to understand the context in which these things are occurring,” Ellis said.
The mother of Loria Grace, for example, couldn’t keep a job because the only places where she could use her public housing voucher didn’t have public transportation. So she and Loria constantly lost their benefits and were kicked out because the mother couldn’t fulfill the work requirements.
As journalists, we can dig into those issues and unpack them by constantly asking the question “Why?” Ellis also emphasized that writers’ responsibilities extend beyond just informing the public. It should also be a call to action, she said.
She also had advice on how to treat such stories with sensitivity.
Although newsrooms can use sensitivity readers that have some relation to the topic — perhaps a person who has been abused, in this case — it’s better to think about developing relationships with real people in the course of reporting.
She gave the example of covering a story about a disability. If you’ve only collected facts and data but haven’t formed an authentic relationship with someone with the disability, then you’re not really telling a story.
“That’s what true journalism is about,” Ellis said. “Otherwise, you’re just repeating research; you’re not really doing anything to further understanding.”
Helping your scientists shine: communication training tips for PIOs
By Lissie Connors
If a tree falls in the forest, and no one is around to hear it, does it make a sound?
Conversely, if a scientist publishes a paper, but they’re unable to communicate their results, does it make a broader impact? Probably not.
A panel of public information officers teamed up at Professional Development Day 2019 to discuss the trials and tribulations of teaching scientists to be better communicators.
For scientists, the most rational way to explain a topic is to first provide exhaustive background information, but by the time they reach their main thesis, they’ve usually lost the audience. Most people think in the exact opposite manner; they want to know the bottom line. If their interests are piqued, then they’ll ask questions to learn more information.
This difference in communication can cause a potentially groundbreaking scientific study to fall on deaf ears. The key to being a better science communicator is to plan your goals and know your audience.
To engage in a public dialogue, its important to know how different groups of people think. Scientists are usually focused about the discovery, while journalists think about the story. Policymakers, on the other hand, are thinking about how this affects their decision-making. To maximize success, a scientist must know who they’re talking to, and why.
Science communication is a two way street. Resources like graphic design are incredibly important in communicating science to the general public, and they can also provide the researcher with a polished representation they can use on their website or at conferences. Successful PIOs should be able to work with scientists to help them see why science communication is mutually beneficial.
COMPASS, a nonprofit organization that trains scientists on how to effectively communicate with their representatives about science policy issues, helps scientists flesh out their plans to address public officials using “Message Box Method.” Using this tool, scientists can break down their issue and underscore the broader picture of their research, leading to a better conversation with policymakers.
There are many opportunities for scientists to work on their communication skills, such as AAAS workshops and AGU Sharing Science, and scientists should be encouraged to attend them. SciLine, an organization that connects journalists to experts in various fields, is a great way for journalists to find reputable sources, and for scientists to practice engaging with the media.
Video production basics on a budget
By Emily Sahadeo
Today, quality videos can be created without a large budget.
In a hands-on workshop led by Derek Sollosi, a video producer for the American Geophysical Union, attendees to Professional Development Day 2019 received a crash course in the phases of video production and tips for making videos on a modest budget.
The first part of the session detailed the five phases of development: development, pre-production, production, post-production and distribution.
There were a few recommendations that related to multiple phases. First, understand the goal of your video and what you will need to achieve it. This insight is critical in development and pre-Production, when the script, budget and location are being selected.
Second, think and plan for each phase in advance. For production, you should scout the location and know who is performing each role, like lighting, audio and interviews. Most importantly, keep on top of approvals every step along the way. You don’t want to get to post-production and start over if the client does not like the product.
In the second half of the session, Sollosi gave tips about production and provided guidelines for how to make the most of smartphones and a small budget. The first tip was to shoot in high quality. Going down in resolution is easier than going up. The resolution can be changed in phone video settings, and HD resolution is good enough. Producers need to be aware of what their system can handle and how much memory video will use.
Regarding shooting video, avoid using filters in apps like Snapchat and Instagram. These effects can be added in post-production. If you need to get closer to a subject, physically move closer instead of zooming. Avoid unnecessary panning and getting too creative with your shots, Sollosi advised. “Creativity is cool, but sometimes boring is the best… Let the story be the storyteller.”
One of the most important tips of the day was to never shoot video in a vertical orientation. Horizontal is better for editing as you get more of the picture. For different apps, you can shoot horizontal and then use software to switch to vertical later. Lastly, shoot more than you need.
Some useful tools for capturing video are a green screen and tripod. Green screens can be any solid color background and don’t have to be expensive material. Just make sure it is evenly lit, and your subject is not wearing the same color. A tripod is essential to getting a balanced and steady shot, which gives the best video quality.
Audio tips included having two different channels for audio. If you are using a smartphone investigate options for external microphones.
Sollosi shared a few resources to keep costs low. Creative Commons and some government organizations (e.g. NASA and NOAA) have materials such as images and sound available for public use. A resource with reasonably priced audio, graphics, and text is VideoHive.
If you have a small budget for distribution, use Youtube; it’s free, and everyone goes there first for videos.
Science Writing in the Age of Alternative Facts
By Hussain Ather
When facts are under fire, science communication should value truth and evidence. That was the message of a panel of at Professional Development Day 2019.
Assistant professor at the Center for Climate Change Communication at George Mason University John Cook emphasized the mental models people build as they process information.
People prefer models that are complete and less accurate than those that are incomplete and more accurate. As a result, science has a tough uphill battle. Cook suggested replacing myths with memorable and compelling facts, warning people before mentioning myths, and explaining techniques by which a myth may distort facts.
It’s also useful to point out the flaws in people’s logic. For example, if someone says something like “What happened to global warming?” in response to cold weather, Cook may respond with “What happened to the sun?” during the darkness of nighttime.
When people are confronted with two contradicting pieces of information, they choose to believe in neither, as though the two pieces of information “cancel out.” This is why he suggests suggests warning readers before presenting them with a myth or other type of false information. This means providing frameworks for explaining invalid reasoning such as through fake experts, cherry picking, and conspiracy theories.
Journalists value transparency, said Laura Helmuth, health, science and environment editor of the Washington Post. Helmuth mentioned President Donald Trump’s tweets on fake news from media publications.
The Washington Post has used this as an opportunity to have journalists explain their sources and reasoning to be more transparent in response. They also clarify which writing represents a point of view or personal experience.
Helmuth argues that giving simple, clear brief rebuttals that emphasize facts, avoid repeating myths, and replace myths with true information can lead to fighting the issues of alternative facts. Helmuth used the example of writer Christie Aschwanden’s article “Athletes, Stop Taking Supplements” as an effective response to false information of dietary supplements that purport to benefit the body.
Rebecca Hersher, science reporter for NPR, suggested surprising readers with true, declarative headlines that draw the reader in while remaining truthful to the content of the article.
It’s a difficult balance to pull in readers while refraining from making misleading statements. She noted that in many cases people only read the headline and the search engine optimization keywords of the article. so this wording is extremely important.
Social media for #scicomm
By Alex Fox
So, you’ve heard about this thing called social media and you want to marshal its dark and mysterious powers to amplify your science communication. Where do you start?
At DCSWA’s 2019 Professional Development Day panelists shared tips and insights with attendees looking to get audiences twitterpated.
Know the networks
A basic understanding of each of the social networks is key to selecting the right one, said moderator Bruce Y. Lee, health writer for Forbes and public health professor at Johns Hopkins University. This means knowing who uses them and what for.
For example, most Linkedin users aren’t cruising their feed for funny cat pictures, said Lee.
For the vast majority of science communicators, the most straightforward choice is some combination of Twitter, Facebook and Instagram. These platforms have the most users and represent online destinations users visit to look for content that interests them.
Build an identity
The secret to creating a successful online persona? “Be human,” said panelist Katherine Ling,who handles social media for E&E News. “People want to hear more personality and more voice on social media, so don’t write like you’re quoting from a scientific journal or a press release.”
But acting natural on social media isn’t everyone’s first instinct. Panelist Alison Turnbull, an epidemiology professor at Johns Hopkins University, was initially nervous to venture beyond straight-laced posts about scientific research. But eventually she found greater social media success with a post that was witty but also personal.
Those extra likes, retweets, and follows gave her a bigger audience the next time she was trying to promote her research.
Find a community
For Lee, the movie Mean Girls offers useful parables. In the harsh, tribal high school landscape of the film, finding a niche is crucial to survival. Likewise, on social media, identifying and interacting with communities of users likely to engage with your content can offer a route to popularity.
For savvy social media users, hashtagging is like breathing. But newbies should be sure to look for audiences focused on particular topics, events, or academic disciplines, said panelist Beth Linas, an epidemiologist at MITRE.
Learn from the pros
“Listen more than you talk at first,” said Seth Michaels, communications officer for the Union of Concerned Scientists. Regardless of the platform, observing how other users, especially more successful ones, engage with their audiences can provide object lessons that show what works.
Some of the pros on the panel laid out a few of their own winning strategies.
“When I’m preparing a post I think about what I want to say and who I am trying to say it to,” said Linas. “That dictates where I should say it and how I should say it.”
Posts documenting the process of scientific research or that tease upcoming publications can help drum up anticipation and provide unique opportunities for engaging with followers, according to Ling. And if your post doesn’t land the first time, try again.
“If it’s important to you, expect to tweet about it at least 3 times–just don’t tweet the same thing every time.”
Take care of yourself
Social media can be a powerful and useful tool but it can also be a nightmare. The relative anonymity of the online environment allows some users to indulge in vitriol and negativity, which can take a toll on their targets.
“Monitor when you’re getting too much negative feedback and keep track of how you react to it,” said Turnbull. “Don’t be afraid to block and mute people for the sake of your mental health.”
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The D.C. Science Writers Association is a group of journalists, writers, public information officers (PIOs), and audio and video producers who cover breaking research, science and technology. Our events bring together science writers for socializing, networking, science-based tours and events, and professional development workshops. The D.C. Science Writers Association is dedicated to providing a safe and welcoming experience for everyone, regardless of gender, gender identity and expression, sexual orientation, disability, physical appearance, body size, race, age, national origin, or religion. DCSWA does not tolerate harassment of members in any form.