Cracking the Code: How Women Engage with Deep Look: A Facebook Science Content Experiment

December 21st, 2021 | RESEARCH

KQED’s science engagement team is on the front lines of making sure our overall science content, which includes science news and our Deep Look videos, are shared and engaged with on our various social media platforms. One of the platforms we use daily to disseminate our science content is Facebook. To better understand the success of our efforts beyond the usual metrics we track, the science engagement team tested a few Deep Look grant-related research questions using Facebook as a parallel research tool to our grant’s more traditional survey related research. 

More specifically, Facebook’s advertising platform provides us with the tools we need to conduct more in-depth audience research. Similar to other digital advertising tools such as Google, Twitter, YouTube, and others, Facebook allows users to reach an intended audience based on interest, age, gender and location. We launched a few Facebook advertising experiments comparing the success of engaging general audiences versus science-inclined audiences, which is a new process for us. Due to our limited advertising budget we generally optimize our advertising for science-inclined audiences for the most success. For these tests we were interested in finding new science-inclined audiences and audiences we were missing.


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Team Members

Sue Ellen McCann, Principal Investigator, KQED, Inc.
Sevda Eris, Co-Principal Investigator, KQED, Inc.
Asheley Landrum, Co-Principal Investigator, Texas Tech University, College of Media and Communication
Sarah Mohamad, Project Manager, KQED, Inc.


Funding Source: NSF
Funding Program: AISL
Award Number: 1811019
Funding Amount: $1,932,857

Funding Source: NSF
Funding Program: AISL
Award Number: 1810990
Funding Amount: $152,034

Related URLs

Cracking the Code: How Women Engage with Deep Look: A Facebook Science Content Experiment
Collaborative Research: Influencing Millennial Science Engagement


Access and Inclusion: Women and Girls
Audience: Adults | Museum | ISE Professionals | Scientists
Discipline: General STEM
Resource Type: Blog Post | Reference Materials | Research Case Study | Research Products
Environment Type: Broadcast Media | Media and Technology | Websites | Mobile Apps | Online Media

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This material is supported by National Science Foundation award DRL-2229061, with previous support under DRL-1612739, DRL-1842633, DRL-1212803, and DRL-0638981. Any opinions, findings, conclusions, or recommendations contained within are those of the authors and do not necessarily reflect the views of NSF.

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