Abstract
Over the last decade, science communication has developed significantly to allow the public a better understanding of scientific facts, issues, and impacts with the hopes of enhancing their decision-making abilities. To disseminate this information, traditional news outlets are being pushed aside as more people log on to social media as their primary source of news and information. This shift towards the use of online communication methods has forced scientists and scientific organizations to rethink how they interact with the public. The National Oceanic and Atmospheric Administration (NOAA), which has been at the forefront of weather and climate research for 50 years, has adapted to using social media as a tool to break down the barrier once prominent between scientists and society.
Visual-centric platforms, such as Instagram and YouTube, have gained immense popularity around the world. High quality visual media allows an inside look at science in action and can provide clarity on processes and results that might not translate as easily through written word. This project set out to develop a strategy to enhance online communications for NOAA’s Atlantic Oceanographic and Meteorological Laboratory (AOML) by implementing an Instagram account as well as producing a short film for the laboratory which highlighted key messages of AOML’s mission/vision.
Online metric tools including Twitter Analytics, Instagram Insights, and YouTube’s Data Studio were used to analyze content reception and audience engagement. The results of this project indicated that strategic use of multiple social media platforms in addition to high quality visual media maximized AOML’s ability to meet their communication goals by increasing online visibility, effectively delivering key messages, and fostering a digital environment of collaboration with partner organizations.