Informing, inspiring, and engaging society with EMBL’s research, services and training
In this post I share an outline of what I have learned about EMBL’s followers on social media. This is based on my observations and research, as well as third-party data about social media users in general.
Social media users are generally young, well educated and well off, even compared to average internet users. The gap in social media use between people aged 18-34 and those aged 50 and older is significant in every country surveyed. The percentage of people who use social media differs from country to country, as does which social media channels people use (Source: Pew).
Let’s look at each of our channels and see what we can say about our audiences.
Twitter isn’t outreach in a general sense; don’t expect to reach, say, kids or the lay public through EMBL’s Twitter account. For EMBLers it’s great for tracking unfolding events. It’s great for certain kinds of discussions. It’s great for finding colleagues, pinging experts, building networks. Followers of EMBL on twitter are:
Facebook is closed system, more about personal networks but people will follow brands/pages IF the content is interesting and relevant. Audience is slightly younger than twitter’s average and video is now overwhelmingly important here. Followers of EMBL on facebook are:
LinkedIn usage generally is highest among the 18–29 year old age group, slightly more men than women, overwhelmingly university educated. Followers of EMBL on LinkedIn are:
Instagram is newer and female heavy. 80% of users are from outside US. Instagram demographics have veered toward younger generations (teenagers) since its inception, however, new statistics from the Pew social media report show older generations are starting to embrace the app a bit more. It’s all about the image and video here but hashtags boost engagement. Followers of EMBL on Instagram are:
YouTube is used in huge numbers. In less than a decade, it has become the go-to platform for content consumption in virtually any topic. When compared to news sites, YouTube receives nearly 8x more traffic on a monthly basis, and especially in 18-34 category. People who watch our videos on YouTube are:
In a nutshell, EMBL’s existing audiences are science geeks, staff and alumni. EMBL’s channels are not currently an effective way to reach “the general public”.
Because similar people follow us on different channels I’ve developed some characters to help visualise the majority of people who I’m speaking to on different channels. There’s a lot more character development that I have shared with the team internally, but as a taster, here is who we are speaking to right now:
Not described but also worth not forgetting: