Optimizing Social Media for Science Communication: Engagement Strategies in the African Context

AbstractThis paper offers a narrative review of strategies for enhancing social media as a tool for science communication within the African context, focusing on accessibility, cultural relevance, and audience engagement. As internet access expands across sub-Saharan Africa, platforms like X (formerly Twitter), WhatsApp, Facebook, LinkedIn, TikTok, and Instagram have become vital for sharing research findings, combating misinformation, and engaging the public. Using case studies and institutional experiences, the paper recognises effective approaches used by African scientists and organisations, including the Nigeria Centre for Disease Control (NCDC), TCC Africa, and the African Institute for Mathematical Sciences (AIMS), in creating impactful content across different platforms and languages. The review underlines the importance of audience segmentation, cultural literacy, and multimedia storytelling to boost engagement with diverse groups such as the general public, policymakers, scientists, and youth. Customising messages with local languages, culturally relevant analogies, and platform-specific formats (e.g., X threads, TikTok explainers, infographic videos) enhances accessibility and trust. The paper also considers ethical issues like avoiding sensationalism, maintaining scientific accuracy, and handling controversial topics with contextual sensitivity. Metrics for assessing social media impact, such as shares, comments, click-throughs, and view durations, are discussed alongside suggestions for data-driven adjustments to strategies. Ultimately, the paper proposes a framework for African scientists to navigate the digital landscape with ethical integrity and strategic clarity, ensuring their research plays a meaningful role in public discourse, policy-making, and community empowerment.