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Social media fuels National Science Week

2 August 2011

The Department of Science and Technology's flagship event, National Science Week, has embraced a number of social media platforms to achieve its science awareness objectives more effectively.

The 2011 edition of the popular annual event, which runs at over 90 venues countrywide between 1 and 6 August, will be looking to a number of internet-based communities to further promote an awareness and appreciation of science in South African society in line with this year's theme of "The Role of Science in Economic Development".

The National Science Week recently established a presence on the internet – Department of Science and Technology or The South African agency for Science and Technology Advancement – Facebook ("National Science Week – South Africa") and Twitter ("@ScienceWeekSA" and "#NSW11") for the first time in its 12-year history.

Harnessing the power of social media

The intention of this year's campaign is to harness the power of various social media platforms so as to instill in South African society, and specifically the youth, the roles that science and technology play in the growth of skills and the subsequent creation of employment opportunities.

Since its inception in 2000, National Science Week has been a huge success and has taken science, engineering and technology to over 500 000 learners in that time.

South Africa boasts almost four-million Facebook users and close to one-million Twitter users, which goes to show that social networking presents an opportunity to further grow the event.

Alma Maxwell, social media consultant and owner of Outsourced Communications, said that "identifying the appropriate social networks to publicise your event's messages to the right audience is central to maximising your presence within the social media sphere and will contribute to the success of your event".

'Different, yet compatible'

According to Maxwell, "Facebook and Twitter offer a different, yet compatible, kind of interaction between the organisers and supporters of National Science Week.

"While Facebook is the perfect platform to exchange detailed and in-depth communication between participants, visitors, and the media, Twitter is equally as useful as it allows for the real-time sharing of news and it also enables hassle-free exchanges of information between everyone involved."

Tommy Makhode, the Department of Science and Technology's chief director for communications, said that "the use of social media as marketing tools is a trend that we aim to take full advantage of, not only this year but also in the years to come.

'Communication crucial'

"The ability to communicate with a captive audience is crucial when we have so many events and venues around the country, and we are hopeful that our Facebook and Twitter pages will make it easier for learners, teachers and the general public to gain maximum benefit from this year's National Science Week."

Makhode also said that "in the short time since we established a presence on Facebook and Twitter, we are already seeing the benefits of facilitating dialogue between ourselves, participants and hosts, and potential visitors, and we urge anyone who is thinking about attending one of our many National Science Week events to also take a few minutes to browse our informative and helpful social media platforms".

The chief director of human capital and science platforms, Phethiwe Matutu, said that "science and technology are pivotal to South Africa's economic growth, social development and an improved quality of life for all.

'Educating and empowering'

"We are committed to educating and empowering South African youth by encouraging them to pursue careers in science."

He continued: "Scientific discoveries, and the associated development of new technologies and their infusion into new markets, are key long term drivers of socio-economic development, and as such the Department of Science and Technology is dedicated to creating programmes that will generate interest in science, technology, and engineering and careers among the youth."

The launch of this year's National Science Week was led by Science and Technology Minister Naledi Pandor, along with KwaZulu-Natal Premier Zweli Mkhize, at the University of KwaZulu Natal on 30 July.

SAinfo reporter