| 10 Jun 2025
Leveraging Social Media for Geoscience Communication: Insights from the British Geological Survey's Multi-Hazard and Resilience Campaigns
Abstract. Social media offers a unique avenue for scientific communication; however, it remains underutilised by many scientific organisations. This study examines the social media strategy of the British Geological Survey (BGS), the UK’s leading geoscience organisation, to assess its effectiveness in engaging the public with research on Multi-Hazard and Resilience. We investigate two key research questions; 1. how effectively does BGS engage the public through its social media efforts, and 2. what challenges does BGS face in using these social media platforms to enhance public understanding?
Scientific organisations often rely on the deficit model of communication, characterised by a one-way transfer of knowledge. Yet, emerging studies suggest that a dialogue-based approach, tailored to different social media platforms and formats, may foster better public engagement. This paper provides a framework for assessing social media activity that can be applied to scientific organisations worldwide.
To address research question 1, we conduct content and sentiment analysis on BGS social media posts – including X, Facebook, LinkedIn, Instagram, YouTube, and BlueSky – from May 2023 to March 2024. A systematic codebook is developed to categorise descriptive and interpretive variables for any social media output. To answer research question 2, we conduct semi-structured interviews with five BGS employees who manage departmental social media accounts to understand their attitudes towards social media engagement.
Our findings suggest several actionable strategies, such as streamlining communication across platforms, maximising the reach of ‘Multi-Hazard and Resilience’ themes, increasing video content output, and better incorporating public feedback. Although focused on BGS, our mixed-methods approach and methodology offer a valuable template for other scientific organisations seeking to enhance their online presence and science communication efforts. This study highlights BGS’s successful establishment of a multi-platform online presence, showcasing a range of content formats that effectively engage audiences.
Competing interests: The authors declare that there are no competing financial interests. However, it should be noted one of the authors for this paper is the chief executive editor of Geoscience Communication.
Publisher's note: Copernicus Publications remains neutral with regard to jurisdictional claims made in the text, published maps, institutional affiliations, or any other geographical representation in this preprint. The responsibility to include appropriate place names lies with the authors.
