Public Science Engagement Using Social Media

It’s never been more important for scientists to get out of the ivory tower and engage with the public. Social media (“Web 2.0”) tools make it easier than ever before in human history for an expert to share their expertise and passion with the masses, and can offer many other professional benefits to scientists and environmental advocates when used properly. However, far too many well-intentioned scientists and environmental advocates don’t learn how to master these tools, resulting in well-intentioned shouting into the void with no possibility of making positive change. This class will cover online public science engagement, from the basics to advanced tips, tricks, and strategies. It will include a thorough overview of the social media landscape, highlighting the best platforms for different goals, who to follow and how to find them, and how to craft messages. It will include a discussion on public-facing scientific writing and blogs, and a discussion on building social media campaigns with actionable and measurable goals. Case studies of successful (and unsuccessful) social media outreach will be discussed throughout, and there will be many interactive guided activities. Your instructor Dr. David Shiffman is one of the most-followed scientists on social media and has taught masterclasses in online public science engagement to over 1,500 early career scientists on five continents.

Learn at your own pace with instructor support (see Online Course Format Chart below for details).

Fall: October 14, 2025 – January 4, 2026 (Early bird ends September 14th)

*Early bird saves $75

Module 1: Basics of science communication

Learning Outcome: Explain and apply basic principles of communicating science to non-expert audiences, including identifying your audience, tailoring messages to different audiences, and analyzing sample communications plans.

Module 2: The social media landscape

Learning Outcome: Define social media, list leading social media tools and their uses, and contrast the strengths and weaknesses of leading platforms for different goals.

Module 3: Building your feed and network/How to find people to follow

Learning Outcome: Create accounts and bios on leading social media platforms, identify and evaluate people to follow to build your feed, and assess and evaluate if your feed selection is working for your goals

Module 4: Crafting your message

Learning Outcome: Examine, assess, and critique sample messages, construct messages that help accomplish communications goals, and explain how certain elements in a message contribute to or do not contribute to achieving communications goals. 

Module 5: Advanced tips, tricks, and strategies

Learning Outcome: Analyze and assess a variety of strategies used successfully by others and create a strategy for yourself that incorporates elements of those past strategies.

FORMAT:

3 months of access to course materials as you work at your own pace

Get instructor support for the 3-month term via email, discussion threads, group meetings, and one-on-one appointments

After working through the course materials, set up an optional meeting with the instructor to discuss your own personal project from work or school

CONTINUING EDUCATION:

16 CEUs with The Wildlife Society

CERTIFICATIONS:

Earn 1 credit toward certification as an Associate/Certified Wildlife Biologist® (at any level) with The Wildlife Society

FORMAT:

12 months of access to course materials as you work at your own pace

Get instructor support for the 3-month term via email, discussion threads, group meetings, and one-on-one appointments

After working through the course materials, set up an optional meeting with the instructor to discuss your own personal project from work or school

CONTINUING EDUCATION:

16 CEUs with The Wildlife Society

Go to our Continuing Education Page for more details

CERTIFICATIONS:

Earn 1 credit toward certification as an Associate/Certified Wildlife Biologist® (at any level) with The Wildlife Society

ACADEMIC CREDIT:

Earn 1 academic credit (go to our Academic Credit Page for details)

Earn an additional 1-2 academic credits with an Applied Project