Social media best practice

While the University can share world-leading research and news on the central social media channels, our audience is broad and includes a wide range of audiences, from prospective students to parents and the public. 

Sharing your work on social media and building up a network of people with interest in your specific area of research, study, or profession will prove more effective and impactful.  

Using channels such as Twitter (now known as X), LinkedIn and Bluesky effectively as an academic or researcher involves leveraging it as a tool for networking, knowledge-sharing, and increasing the visibility of your work.  

To support this, the Global Reputation Toolkit provides branded assets and messaging resources that help ensure consistency, professionalism, and alignment with the University’s strategic communications. Find tips below to help you get the most out of each platform. 

Using social media effectively 

Platforms like X (formerly Twitter), LinkedIn, and Bluesky are powerful tools for: 

  • Networking with peers 
  • Sharing research in accessible formats 
  • Enhancing visibility and reputation 
  • Engaging with the public and interdisciplinary communities 

1. Build a professional profile 

  • Use a professional photo and a concise bio that includes your research area, affiliation, and keywords. 
  • Pin a post linking to your latest publication, personal website, or research summary. 
  • Link to your Google Scholar, ORCID, or ResearchGate profiles so that interested people can easily find your publications.  

2. Share research using toolkit resources 

  • Use toolkit photography to make posts visually engaging. 
  • Share flagship video content to highlight the University’s brand and your role within it. 
  • When posting about your work, include toolkit messaging to align with institutional tone and values. 

3. Engage with key communities 

  • Follow thought leaders, journals, and institutions in your field. 
  • Use hashtags like #AcademicTwitter, #PhDChat, or discipline-specific ones. 
  • Tag collaborators, the University, and relevant bodies when sharing work. 

4. Promote events and conferences 

  • Use branded slide decks and banners from the toolkit when promoting talks or attending conferences. 
  • Share insights using event hashtags and tag speakers or institutions. 

5. Establish thought leadership 

  • Comment on trends, policy changes, and emerging debates. 
  • Share blog posts or articles that explains your research. 
  • Use toolkit messaging to ensure consistency and professionalism. 

6. Engage with the public and other disciplines 

  • Re-post or comment on research from colleagues, including preprints, articles, and ongoing projects. This helps build goodwill and shows you are engaged in your field.  
  • Provide thoughtful commentary or questions on posts by other researchers to stimulate discussions and connect with others on shared topics.  
  • If you are presenting at a conference, use toolkit branded slide decks and live post talks or keynotes on X or BlueSky, tagging speakers and using the event’s hashtag. It is a great way to summarize insights and reach both in-person and virtual audiences.  
  • Social media is a great place to share your expertise with non-specialist audiences. For example, explain the real-world relevance of your research, especially for public interest topics like health, climate change, or AI.  
  • Participate in cross-disciplinary discussions to build connections with people in related fields. This might open collaborative opportunities or allow you to see your work from a fresh perspective.  

7. Be strategic with self-promotion 

  • Share your own work periodically but balance self-promotion with genuine interactions, like commenting on others’ posts or sharing relevant news and research that is not your own.  
  • Highlight major milestones, such as a new publication, award, or grant, in a way that explains why it matters.  
  • When sharing your work, tag co-authors, collaborators, and even your institution or funding body, when appropriate. This broadens the audience and acknowledges your team.  

8. Handle criticism professionally 

  • Respond diplomatically to disagreements. 
  • Use platform tools to manage trolls or unproductive conversations. 

9. Blend personal and professional content 

  • While your focus may be academic, sharing a few personal touches (for example, moments from academic life, hobbies, or light personal interests) can humanize your account and make it more relatable.  
  • Avoid sharing overly controversial individual opinions or content that might detract from your professional image.  

10. Track metrics and engagement (if you like) 

  • Social media analytics dashboards can show which types of content are getting the most engagement, allowing you to refine your approach.  
  • If you are interested in your reach or impact, tools like Altmetric can help you monitor how often your work is shared on social media.  

Additional Resource 

Additional resources on social media terms and how to make the best use of content on each social media channel include:  

If you are ever in any doubt about what to post or how to reply to user comments, contact socialmedia@st-andrews.ac.uk for advice.