Leveraging Social Media for Research Communication, Funding and Societal Impact

This is working paper and I would like to find collaborators with data for future papers. Despite the growing relevance of digital platforms, many academics remain hesitant to fully embrace social media for scholarly communication. Institutional discouragement, limited time, privacy concerns, misinformation, reputational risks, and fears of cancellation or censorship are among the key barriers.This reluctance represents a missed opportunity, especially for institutions with limited resources. Universities without repositories, those unable to afford expensive journal subscriptions, struggling to support open-access publishing, or lacking dedicated communications staff could benefit significantly from the accessibility, cost-effectiveness, and global reach of social media.This paper presents an international literature review, drawing insights from editorials and scholarly articles. It highlights how the COVID-19 pandemic accelerated the use of social media as a rapid and effective tool for disseminating scientific knowledge.Three case studies, including two research projects at the University of Cambridge, demonstrate the potential of social media to mobilise findings and amplify research impact. They show how digital platforms can raise public awareness, educate stakeholders, foster international collaboration, and even attract funding.