Science communication on Twitter: Measuring indicators of engagement and their links to user interaction in communication scholars’ tweet content

Scientists increasingly use Twitter for communication about science. The microblogging service has been heralded for its potential to foster public engagement with science; thus, measuring how engaging, that is dialogue-oriented, tweet content is, has become a relevant research object. Tweet content designed in an engaging, dialogue-oriented way is also supposed to link to user interaction (e.g. liking, retweeting). The present study analyzed content-related and functional indicators of engagement in scientists’ tweet content, applying content analysis to original tweets (n = 2884) of 212 communication scholars. Findings show that communication scholars tweet mostly about scientific topics, with, however, low levels of engagement. User interaction, nevertheless, correlated with content-related and functional indicators of engagement. The findings are discussed in light of their implications for public engagement with science.