Science communication and online engagement: analysis of the journal Science on Instagram and Facebook

Over the past decades, social media has transformed access to information and the ways in which it is shared. As a result, these platforms have become essential tools for science communication, expanding the reach of content and fostering interaction. This study aimed to analyze the communication strategies employed by Science magazine on its official Instagram and Facebook pages, compare engagement metrics (likes, comments, and shares), and investigate whether post formats and themes influenced audience interaction. This quantitative, descriptive, and exploratory research examined posts published over a 60-day period. Data were collected manually and subjected to descriptive and inferential statistical analyses (Mann-Whitney U and Kruskal-Wallis tests). The results indicated differences between the platforms, with higher engagement on Instagram, but no significant influence of post formats or themes. It is concluded that communication strategies should take into account the specificities of engagement across social media platforms.

Keywords:
Science communication; Social media; Online engagement; Science and technology