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Publication guide

Guidance on the use of social media

A practical introduction to using online communication spaces to support thoughtful, inclusive public involvement in research.

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Overview

Using online spaces with purpose and care

This resource considers how social media can support public involvement in research. It brings together benefits, practical challenges, ethical questions and prompts for planning a suitable approach.

Online channels can help a project reach people, open up conversations and share opportunities in formats that may be easier to access than a single meeting. They are most useful when they complement, rather than replace, clear communication and meaningful ways to influence decisions.

The guide was first published in July 2017, with links revised at that time. Its core planning questions remain useful when teams are deciding whether an online approach is appropriate for a particular project.

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Publication details

Guidance document · 20 pages · July 2017

Use this as a discussion tool when considering purpose, audience, safeguarding, moderation and feedback.

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At a glance

What the guide covers

Social media can create opportunities for dialogue, but it needs clear expectations, appropriate support and active review.

Ways to involve people

Explore possible uses for conversations, calls for input, accessible updates and sharing learning with wider communities.

Risks and ethics

Consider privacy, consent, public visibility, clear boundaries and what support is needed for contributors and staff.

Practical preparation

Set a realistic purpose, decide who will respond, plan accessible content and explain how contributions will be used.

Before you begin

Planning questions for a suitable approach

Start with the research decision that could benefit from public insight, then choose methods that people can use with confidence.

Purpose

What is open to influence?

Be specific about the decision, question or material that people can help shape.

People

Who needs to be reached?

Think about whose experience is relevant and which barriers may prevent participation online.

Support

Who will listen and respond?

Set out responsibilities for moderation, timely replies and signposting where needed.

Learning

How will you close the loop?

Keep a clear record of input and explain what changed, what did not and why.

Resource contents

What is included

The publication is designed as a concise reference for researchers and members of the public planning online involvement activity.

Benefits and limitations

Prompts for weighing wider reach and flexible participation against exclusion, pace and the limits of online discussion.

Ethical considerations

Questions about respect, privacy, consent and the responsible handling of public contributions.

Top tips

Practical points for setting expectations, choosing clear language and reviewing whether the approach is working.

Open the 20-page PDF

Common questions

Questions to ask before using social media

Can online activity replace other involvement opportunities?

Usually not. Online approaches may be one route among several. A varied approach can help reduce exclusion and give people choices about how they contribute.

Should people be told how their comments will be used?

Yes. Explain the purpose of the activity, what will be recorded, who will see it and how the research team will report back.

What if a discussion raises an issue outside the project scope?

Plan in advance how the team will respond. Clear moderation arrangements and signposting can help maintain appropriate boundaries.

How can information be made easier to understand?

Use plain language, short sections and clear context. Ask contributors to review draft wording and use the plain-English resources when preparing material.

Where can I find examples of this approach?

The resource centre includes examples of projects using social media for public involvement.

Need a starting point?

Find the right guidance for your project

Send a concise outline of your question and the stage your work has reached. Involvestory will help you identify relevant material on this site.

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