Is an international scientific RG7666 site research organization founded in 1954 as one of Europe’s first joint ventures, and now has 21 member states. The CERN laboratory sits astride the Franco-Swiss border near Geneva, where researchers study particle physics using the world’s largest and most complex scientific instruments. Notably, CERN is also the birthplace of the World Wide Web. Particle physics provides an especially challenging topic for science communication, since it is “segregated from society on many counts” [33]. It is abstract, esoteric, and uniquely aweinspiring, yet it is dependent on massive publicly funded machines “beyond the budget of any single research organization, or indeed, any single country” [34]. Qualitative research suggests that the members of the particle physics community are firmly committed to the international, supracultural image of science [35]. With international funding and global science comes a need to communicate with the worldwide public. Social media is one of CERN’s tools to communicate with the public, as part of a broader communication strategy [36]. The organization is currently active on Twitter, Facebook, AZD-8055 dose YouTube, Google+, Instagram and LinkedIn. CERN began using Twitter in 2008 and by August 2014 had more than a million followers on this platform. During the 4 July 2012 Higgs boson announcement, CERN’s live tweets reached journalists faster than the press release, and helped contribute to worldwide coveragePLOS ONE | DOI:10.1371/journal.pone.0156409 May 27,4 /Engagement with Particle Physics on CERN’s Social Media PlatformsTable 1. Mapping CERN’s social media strategy to approaches to science communication and key performance indicators. CERN’s Goals 1. 2. 3. Begin a journey Foster engagement Retain positive sentiment Approaches to Science Communication Educational Engagement Marketing Key Performance Indicators (KPIs) Click-throughs; average visit time, retention rate Shares; Comments Likesdoi:10.1371/journal.pone.0156409.tof the particle discovery. Twiplomacy reports from 2013 and 2015 ranked CERN as one of the most effective international organizations on Twitter [37,38].CERN’s Social Media StrategyThere are three main goals to CERN’s social media strategy: 1. To begin a journey: Key messages are disseminated by repackaging CERN’s online content for the different social media channels. Most social media content contains links back to the CERN website, potentially starting a journey to find out more. 2. To foster engagement: CERN’s presence on social media channels is aimed to foster engagement in the general public and to help form an online community of stakeholders interested in the laboratory and its work. 3. To retain positive sentiment: Social media is a way to reach the general public and a way to monitor sentiment towards the organization. CERN aspires to retain a strong brand identity by keeping sentiments toward it positive and handling negative sentiments constructively by responding as appropriate to questions or concerns. These goals can be linked to particular approaches to public engagement with science: educational, engagement and marketing, respectively. While education and marketing can both be considered associated with the deficit model in science communication, engagement can be related to the dialogical model [39], as outlined in Table 1. User behaviours on social media can be used as key performance indicators (KPI) easurable values that organizations use to benchmark th.Is an international scientific research organization founded in 1954 as one of Europe’s first joint ventures, and now has 21 member states. The CERN laboratory sits astride the Franco-Swiss border near Geneva, where researchers study particle physics using the world’s largest and most complex scientific instruments. Notably, CERN is also the birthplace of the World Wide Web. Particle physics provides an especially challenging topic for science communication, since it is “segregated from society on many counts” [33]. It is abstract, esoteric, and uniquely aweinspiring, yet it is dependent on massive publicly funded machines “beyond the budget of any single research organization, or indeed, any single country” [34]. Qualitative research suggests that the members of the particle physics community are firmly committed to the international, supracultural image of science [35]. With international funding and global science comes a need to communicate with the worldwide public. Social media is one of CERN’s tools to communicate with the public, as part of a broader communication strategy [36]. The organization is currently active on Twitter, Facebook, YouTube, Google+, Instagram and LinkedIn. CERN began using Twitter in 2008 and by August 2014 had more than a million followers on this platform. During the 4 July 2012 Higgs boson announcement, CERN’s live tweets reached journalists faster than the press release, and helped contribute to worldwide coveragePLOS ONE | DOI:10.1371/journal.pone.0156409 May 27,4 /Engagement with Particle Physics on CERN’s Social Media PlatformsTable 1. Mapping CERN’s social media strategy to approaches to science communication and key performance indicators. CERN’s Goals 1. 2. 3. Begin a journey Foster engagement Retain positive sentiment Approaches to Science Communication Educational Engagement Marketing Key Performance Indicators (KPIs) Click-throughs; average visit time, retention rate Shares; Comments Likesdoi:10.1371/journal.pone.0156409.tof the particle discovery. Twiplomacy reports from 2013 and 2015 ranked CERN as one of the most effective international organizations on Twitter [37,38].CERN’s Social Media StrategyThere are three main goals to CERN’s social media strategy: 1. To begin a journey: Key messages are disseminated by repackaging CERN’s online content for the different social media channels. Most social media content contains links back to the CERN website, potentially starting a journey to find out more. 2. To foster engagement: CERN’s presence on social media channels is aimed to foster engagement in the general public and to help form an online community of stakeholders interested in the laboratory and its work. 3. To retain positive sentiment: Social media is a way to reach the general public and a way to monitor sentiment towards the organization. CERN aspires to retain a strong brand identity by keeping sentiments toward it positive and handling negative sentiments constructively by responding as appropriate to questions or concerns. These goals can be linked to particular approaches to public engagement with science: educational, engagement and marketing, respectively. While education and marketing can both be considered associated with the deficit model in science communication, engagement can be related to the dialogical model [39], as outlined in Table 1. User behaviours on social media can be used as key performance indicators (KPI) easurable values that organizations use to benchmark th.
