Table 1.
Mapping CERN's social media strategy to approaches to science communication and key performance indicators.
Table 2.
Demographics of the Audience on Each Platform.
Data recorded during the data collection period 17 October– 11 December 2014.
Fig 1.
Examples of the five social media platforms and four content types.
Top row, left to right: one of the 40 Wow items, shown on Facebook; one of the 40 Throwback Thursday items, shown on Twitter English; one of the 40 Guess What It Is items, shown on Google+. Bottom row, left to right: one of the 40 Wow posts, shown on Instagram; one of the 94 news items, shown on Twitter French.
Table 3.
Cross-tabulation of items by social media platform and content type.
Table 4.
Cross-tabulation of links by social media platform and content type.
Table 5.
Interactive behaviours recorded on social media in this study.
Table 6.
User interactions per item with CERN items on different social media platforms, by platform.
Fig 2.
Average rates of user interactions with items posted on CERN's social media platforms.
(A) User interaction rates without control for audience size. (B) User interaction rates with control for audience size. (C) Pearson correlations between audience size and user interactions relating to behaviours on the social media platform. (D) Visit durations of visitors arriving by links posted on different platforms, by audience sizes of the platforms. (E) Average retention rates of visitors arriving by links posted on different platforms, by audience sizes of the platforms. (F) Pearson correlations between audience size and user interactions relating to on-site behaviour. *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed). Error bars denote the standard error of the mean.
Table 7.
User interactions per item with CERN items on different social media platforms, by item type.
Fig 3.
Interactions between likes, visit durations and retention rates, by platform and item type.
(A) Likes per item per 1,000 followers, by platform and item type. (B) Visit durations (C) Retention rates, by platform and item type. Y-axes show estimated marginal means, which reflect main effects, while controlling for other effects. GWII: Guess What It Is. TBT: Throwback Thursday.
Fig 4.
User engagement with scientific content and reach on CERN's Facebook page over time, October–December 2014.
(A) User engagement with scientific items over time. Zero represents the mean rate for each user behaviour on Facebook per item per 1,000 Facebook followers on the day of sampling: Likes 1.21 IPI/kU (SD 1.86); Comments 0.0779 IPI/kU (SD 0.17), Shares 0.187 IPI/kU (SD 0.32); Click-throughs 0.256 IPI/kU (SD 0.52). pkU: Per Thousand Users. Z: Z-score. The size of CERN's Facebook audience size grew from 343,000 to 367,000 over the course of the study. (B) Reach of scientific items over time. Reach is the total number of Facebook users the item was served to.
Table 8.
Recurring high engagement topics.
Table 9.
Content characteristics and related user behaviour on social media.