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SciCom – Why You Should Post for Conversion
Published 19 days ago • 3 min read
Why Social Media Is Valuable
Hi Reader, I really hope you realize that social media is not just there to entertain people.
It becomes a much more serious endeavor when you realize that it’s not just about followers, but about conversions.
Indeed, most people just want to go “viral” - but that makes them miss a crucial point.
If you want to make social media a worthwhile investment, you should understand how to convert people:
Rethinking What You Post For
Of course, we often associate social media with informal, if not silly, posts that many people see.
It’s the typical TikTok posts that have shaped our view of social media. However, especially on YouTube, as well as on LinkedIn and Instagram, we are seeing more and more serious science communicators who provide significant value to the research community.
This is what we might call posting for reach - in other words, posting to reach as many people as possible.
However, I would argue that instead, social media should be your outlet to gain:
New followers or members for your organization
Attendees for your events
Policymakers who become aware of your perspective
People who purchase your book or merchandise
Scientists who download your paper
That means, both as an individual and as a society, social media becomes truly valuable for your success. Let’s explore how to get there:
The Common Misconception
Posting for enjoyment means sharing what you find intriguing or funny. This might achieve reach but doesn’t get you much beyond likes.
So many people turn to posting announcements: three lines with a link to a new paper, a call, or an event.
A channel like Pedromics is a perfect example of inspiring, yet little impactful posts. The problem with mere announcements is that they don't really communicate why people should spend time on that topic and that platforms often seem to suppress posts that lead people off.
However, these announcements don’t gain much traction either. As a result, many conclude that social media is just for “influencers” who are favored by the algorithm.
Those who keep posting occasionally get a post that goes a bit further.
After many years, they might accumulate a few thousand followers, but their posts don’t fundamentally change their lives.
To be honest, I don’t think that’s worth the effort. You need to start converting:
What Conversion Means
That means posting in a way that reaches a fair number of people while also guiding them deeper into what you do.
It's a multi-step process, but a rather clear one. Despite being focused on “sales,” you can read more about this concept at TrueFitMarketing.com, which originated this graphic.
You intrigue people and thereby make them want more from you.
In essence, you replace the effort you would otherwise put into talking to others, running ads, and sending emails with a few social media posts.
But how do you achieve this seemingly magical effect?
To my mind, the key is to design one part of your post to make it go viral, while the other part motivates action.
The idea is for your post to combine attention, emotion, and relatability with intrigue, value, and motivation.
Your goal is to intrigue people on social media while encouraging them to leave it and engage with you in another way.
This creates a post that gives you much more than a few fleeting likes.
How to Make It Happen
Here is one pattern I would advise using for science communication and event announcements:
Hook: Mention an exciting finding or a big challenge. Complement it with what this means for the future.
Confirmation: Mention (or reaffirm) why what you are writing about is so relevant.
Novelty: What was just discovered? What is new to your reader?
Conversion: Where can people read, learn, or get more?
End: Briefly remind people of the takeaway (but express it emotionally).
Simply letting others know about good opportunities is rarely enough.
Of course, there are more nuances and approaches, but at first, with every post you write, think about what is intriguing and what you want to achieve.
Whether you are an organization or an individual, think about why you want to join “attention media.” Most people only see part of the picture. They try to go viral or simply announce something they are working on. Instead, you need to motivate them to take action because they’ve just stumbled upon something valuable, convincing, and unique to you. These posts are almost always more serious and in-depth than your average silly viral clip.
Are you trying to find collaborators, attendees, customers, website visitors, blog readers, or fans?
Having fun and growing your channel is important, but what truly makes social media valuable is its ability to support what you do elsewhere.
What used to be TV, radio, newspapers, and word of mouth is becoming social media.
Understanding the value of conversion is how you turn social media into a serious endeavor that goes beyond simply entertaining people.
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