Four tips for advocating for your research on social media

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Scientists and those who support research activities are the people who are in the best position to talk about the impact of research, particularly when funding cuts are in the news.  When the National Institutes of Health first announced a reduction of indirect costs to a 15% cap in February, for example, Dr. Jeff Burns wrote about the cuts on Facebook. Burns, who co-directs KU’s Alzheimer’s center at the KU Medical Center, connected to cuts to his own work: 
 

"Cutting indirect rates doesn’t just trim a budget line—it makes research harder to conduct, slowing scientific discovery and the development of treatments that help people. For my own work in Alzheimer’s disease, this means fewer studies, fewer discoveries, and fewer opportunities to change lives. I work alongside hundreds of clinicians, scientists, students, and staff who have dedicated their careers to tackling this disease. But dramatically and suddenly cutting indirect support shakes the very foundation that allows us to take on these big scientific challenges." 

If you’ve been considering using your social media to advocate for research, we’ve provided four tips with prompts and resources to guide you.

1. Choose a platform where you are most comfortable being yourself.

You have a lot of choices for platforms, including  Bluesky, LinkedIn, Facebook, Instagram, X, TikTok and more. You probably have your favorites, and generally, we recommend using platforms you are comfortable and familiar with. If you’re finding more negative interactions on a particular platform, it might be worth exploring other apps you’ve been thinking of trying out.

2. Highlight human impact.

Researchers who are accustomed to the careful language required for academic journals may prefer to direct people to statistics to demonstrate the impact of science. As experts, however, you are in the best position to explain the human impact of your work—the impact on yourself, your lab group, students, or the people who depend on the research. 

Ideas: Use who, what, where, when, why, and how questions to help you tell the human impact of your work. Who is impacted by your research? What would it look like if your work were to disappear? Where would people go for help if you weren’t able to do the work you do? When do people most need the information or resources your work provides? How is their life changed by these discoveries? 
 

3. Share stories. 

Numbers and data are important to good science, but when it comes to communicating with others, stories, especially ones that are personal, are necessary to help people connect to the work you do. Stories also “stick” with people and help them retain information. While experts often don’t insert themselves into narratives about their work, doing so can help build trust.  

Ideas: Consider the stories behind your research. What happened when you first got into your field?  Who was a mentor who inspired you to choose your field or mentor others? Is there an individual with a condition you met through your research who made a lasting impression? Maybe your child had a question that led to a great idea?


4. Post from your perspective.


Make it clear that you are posting your opinion. Personal posts should avoid making statements on behalf of the University of Kansas or the Life Span Institute. The KU Free Speech website and the KU faculty and staff freedom of speech reference guide have more information. 

Ideas: Describe your role at KU. State that you want to offer a personal story about how science or research is important to you. Say that it’s your opinion.

Additional content suggestions:


If you can’t figure out where to start, here are some prompts to help:

  • Talk about how federal research dollars matter to your work. How did it feel when you received funding for your first project.
  • Explain why you got into your particular area of research. What inspired you? 
  • Talk about how funding works in your own research. What does the money pay for? 
  • Describe your day. What do you do? How much time is spent on research design, collaborating with others, collecting data?
  • Show how you’ve seen your work help others. Are there real-world stories you can share that show how your research makes a difference?