Amplifying head and neck cancer research: a social media-focused science communication plan

Abstract

Science communication operates at the intersection of three fields of knowledge: the scientific domain, education, and media, each tailored to unique audiences and communication objectives. This field can encompass a diverse range of discursive genres, from news reports to theatrical performances. In the digital age, bridging the gap between scientific publications and social media platforms is imperative for effective dissemination. Given the fundamental differences in cognitive processing between scientific publications and social media posts, effectively disseminating key research findings necessitates adapting the communication approach for the mobile networks. The primary objective of this project is to develop a social media content strategy targeting early-career scientists and healthcare professionals aged 25-44, with shared interests in oncology, genetics, public health, and medicine, representing the partner institutions that take part on the Translational Studies of Head and Neck Cancer in South America and Europe project (HEADSpace). The anticipated outcomes of this strategy include enhancing HEADSpace's Instagram and LinkedIn profile's prominence, focusing on key metrics such as follower count and reach, achieved through the delivery of high-quality, engaging content dedicated to advances in head and neck cancer research provided by HEADSpace. Additionally, the project explores the potential of visual communication to enhance audience engagement in this digital age of science journalism.