Presented at the Science Leadership Program at the University of Toronto, 3 May 2013. For more details see Bik and Goldstei 2013 at http://www.plosbiology.org/article/info%3Adoi%2F10.1371%2Fjournal.pbio.1001535

1. Miriam C. Goldstein
California Sea Grant/U.S. House of Representatives
Science Leadership Program, University of Toronto
May 3, 2013
Online Outreach for Scientists
Saturday Morning Breakfast Cereal

2. Jeff Atwood, codinghorror.com
The internet: friend or foe?

3. Why use the internet?
1
100
10,000
1,000,000
100,000,000
Scientific Conference
College Class
Scientific American
Local Paper
National Paper
Twitter
Blogs
Facebook
log(MonthlyAudience)
Traditional Media
New Media
Bik & Goldstein 2013, PLOS Biology

4. Why use the internet?A look on a linear scale: new media dominates
0
175,000,000
350,000,000
525,000,000
700,000,000
Scientific Conference
College Class
Scientific American
Local Paper
National Paper
Twitter
Blogs
Facebook
MonthlyAudience
Traditional Media
New Media
Bik & Goldstein 2013, PLOS Biology

5. One model of the online science ecosystem
Rob Helpy-Chalk

6. Caveat: science is a small subset of online world
xkcd.com/802
“Blogosphere”
?
Science blogs
not even on
map

7. Caveat: the online world is also limited

8. Define goals before selecting social media tool
Examples of goals:
• Disseminate information
about a discrete event, such
as a field expedition
• Build a community of your
scientific peers
• Further specific policy or
education goals (e.g.,
climate change legislation)
• Communicate your science
directly to a general
audience
Saturday Morning Breakfast Cereal

9. Different goals lead to different outreach strategies
Bik & Goldstein 2013, PLOS Biology

10. Goals & time committment determine tools
Bik & Goldstein 2013, PLOS Biology