Since its foundation in 1982, the magazine Science Today has marked its pioneering role in the field of science communication. One of the consequences of this feature is its presence in electronic media since the early 1990s, even before the internet was available for Brazilian users. The first version of its site was created in 1996 and, since then, its presence on the web has expanded. With the popularity of social networks, Science Today started to work on other fronts on the internet. Today it maintains a channel on YouTube with over 700,000 views and another channel directed to children with more than one million views; a Twitter account with over 50,000 followers (plus another to cover events in real time); a page on Tumblr with about 130,000 followers; a Facebook page with over 260,000 likes and another page in the same social network – with content turned to children – that have 7,000 likes. This study aims to present the strategies of Science Today in the different social media and the excellent results achieved, especially on Facebook, which has been experiencing exponential growth rate and has been established as an important tool for directing readers to the site. The numbers show, in general, the great potential of social networks for science communication. 

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Science today in social networks
A successful case in science communication

Marcelo Garcia   Science Today Institute

Thaís Fernandes   Science Today Institute

Since its foundation in 1982, the magazine Science Today has marked its pioneering role in the field of science communication. One of the consequences of this feature is its presence in electronic media since the early 1990s, even before the internet was available for Brazilian users. The first version of its site was created in 1996 and, since then, its presence on the web has expanded. With the popularity of social networks, Science Today started to work on other fronts on the internet. Today it maintains a channel on YouTube with over 700,000 views and another channel directed to children with more than one million views; a Twitter account with over 50,000 followers (plus another to cover events in real time); a page on Tumblr with about 130,000 followers; a Facebook page with over 260,000 likes and another page in the same social network – with content turned to children – that have 7,000 likes. This study aims to present the strategies of Science Today in the different social media and the excellent results achieved, especially on Facebook, which has been experiencing exponential growth rate and has been established as an important tool for directing readers to the site. The numbers show, in general, the great potential of social networks for science communication. 

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