"I never would have thought to say this": Example-Based Exploration to Balance Scientists' Writing Preferences with Public Science Communication Strategies

Abstract

Public-facing science communication is important in garnering interest, engagement, and trust in science. Social media platforms provide scientists with opportunities to reach broader audiences, yet many resist adopting social media writing strategies because the strategies conflict with traditional science writing norms and personal preferences. To address this gap, we first evaluate readers' preferences for strategies such as examples, walkthroughs, and personal language. While many readers enjoyed science narratives that used these strategies, their effectiveness was nuanced and context-dependent, varying by topic and individual preference. Building on these findings, we design a system that uses contrastive examples to help scientists adopt and integrate these social media science writing strategies. In a user study with scientists, we found that presenting contrastive examples helped writers critically evaluate different narrative options, balance competing goals, and gain confidence in adapting social media writing strategies to fit both their topic and audience.