Essential Skills for Science Communications

Social Media and Writing for the Social Web

What can I expect from this workshop?

One of the biggest challenges facing ocean science and other scientific disciplines is communications. Two in three Europeans are active on social media every month. On average 60% of users are using social media as their primary channel to access news and information. In this practical two-day workshop, scientists will develop their own social media and digital communications plan. This will ensure their work is shared among the public, who are an important stakeholder in climate action.


  • 1. Understanding how the Internet promotes science communications
  • 2. How to turn your academic research into engaging blog posts
  • 3. How to create short form content for social media
  • 4. How to create social video
  • 5. The power of live-streaming
  • 6. How to measure the reach and engagement of your content
  • 7. How to promote the professional you online
  • 8. Social network best practice
  • 9. Your science communications content plan


To provide science communications professionals with online writing skills.

Teaching practical skills on how to engage the public in science research on social media.

Understanding how to turn academic research into accessible content for websites, blogs, videos and podcasts.

Register your interest

Day 1:
Understanding Your Online Audience, Channels and Metrics

Day 2:
Re-purposing academic research into social content


  • 2-day in-person masterclass
  • Masterclass workbook
  • Copy of Public Sector Marketing Pro book
  • Certificate of completion
  • 2 coffee breaks and lunch in each day
  • Networking with peers
  • 1-hour group coaching call two weeks after the masterclass

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About the Trainer

Joanne Sweeney

Joanne Sweeney is the founder of Digital Training Institute and Public Sector Marketing Pros and organiser of Europe’s only dedicated Public Sector Digital Marketing Summit.

She’s a skilled digital marketing consultant and trainer, and her clients include the largest political grouping in the world and Google.

A former broadcast journalist, Joanne has designed and delivered a range of government-specific communications programmes all over the world.

She is a two-time published author on digital communications for government and public sector agencies. Her second book Public Sector Marketing Pro has been described by former President Barack Obama’s Chief Digital Officer as “the handbook he needed when in the White House.”

Her writing has been published on Social Media Examiner, the world’s largest social media website and she has spoken on stages in the US, Australia, mainland Europe, the UK and Ireland.

Sample Agenda

Day 1 | Understanding Your Online Audience, Channels and Metrics

Time Topic Description
09:15-10:00 Setting the scene Science communications profile
10:00-10:20 The S3 Age Understanding online behaviour across social, search and smartphone
10:20-11:10 Mapping the Citizen Journey How the public navigate the social web and creating a user journey
11:10-11:30 Break Morning tea
11:30-11:55 Task Map out your citizen journey taking one piece of sample research
11:55-12:10 Share Back Share your journey map
12:10-13:00 Blogging Turning academic writing into a blog post
13:00-14:00 Break Lunch
14:00-15:00 Long-form Content How to turn your blog post into other long form content types
15:00-15:25 Task In pairs, create one piece of long-form content using the templates provided
15:25-15:35 Share Back Share your exercise and receive feedback
15:35-16.00 Content Calendar Developing a 12-month content calendar of long-form content
16.05-16.15 Closing remarks Review today and preview tomorrow

Day 2 | Re-purposing academic research into social content

Time Topic Description
09:15-09:30 Setting the scene Takeaways from day 1
09:30-10:00 360 Planning How to map out your social media plan using your content calendar
10:00-10:45 Facebook Marketing Facebook marketing for public engagement
10:45-11:05 Task In pairs, prepare two pieces of Facebook content
11:05-11:20 Share Back Present your Facebook content to the group
11:20-11:40 Break Morning tea
11:40-12:30 Twitter Marketing Twitter for stakeholder and media engagement
12:30-12:50 Task In pairs, create three pieces of Twitter content
12:50-13:00 Share Back Share back and receive feedback
13:00-14:00 Break Lunch
14:00-14:40 LinkedIn for Reputation Management Perfecting your LinkedIn Profile and publishing content
14:45-15:15 Task Update your profile and post an update. In pairs, publish one article.
15:15-15:50 Visual Storytelling on Instagram How to engage using Stories on Instagram
15:50-16.05 Task Create an Instagram Story promoting one key message
16.05-16.15 Closing remarks Next steps and checklist, presentation of certificates

Testimonials from Past Workshops

"The training was very practical and based on our own work as well as rich in content and operational guidance. It included a good balance of technical information and advice on how to build relevant and valuable content."

"Good balance of theory and practice with plenty of time to discuss real situations. I loved that I was able to learn so much in just two days of training."

"I enjoyed the collaborative way of learning and found the workshop fun and motivating. The content was tailored to each person's background and helped us solve every little bit of doubt we had."

"The training was highly practical and interactive. I loved that Joanne taught us so many concrete tools and tips - it absolutely surpassed all expectations."

Have you got questions about the workshop?

Contact Joanne Sweeney on 087 6237373 or email