Social media opens a new space for technology communication.

　　With the rapid development of mobile Internet, the way of science and technology dissemination has changed from old newspapers, academic magazines and popular science periodicals to social media represented by clients, WeChat WeChat official account and short video platforms, which has greatly changed the way users obtain science and technology news and popular science knowledge.

　　The communication of science and technology through social media has better built a bridge between science and the public, improved the limitations of the previous communication of science and technology, and made the "high-cold" science grounded in the rich scientific and technological information environment.

　　Social media enriches the means of technology communication. Social media combines words, pictures, audio, video and other materials to make scientific development data charts and scientific experiment videos, introduce the classic theory of scientific development, and show the spirit of continuous enterprising exploration in scientific development, which can make users understand scientific phenomena more intuitively and deeply, master scientific knowledge, not only enhance people’s visual sense, but also shorten the psychological distance between users and science. The ever-increasing VR video technology also provides users with a virtual environment for hands-on, personal participation and personal experience by creating a live atmosphere, and can perceive the power of technology without leaving home.

　　Social media has expanded the content of technology communication. On the one hand, the dissemination of science and technology on social media is carried out in the form of knowledge sharing, which is broader in content and involves more extensive scientific and technological knowledge. From abstract and obscure scientific theories to fascinating research experiments, to scientific and technological achievements closely integrated with users’ daily lives, it can be displayed on social media in various media forms, lowering the threshold for accepting scientific and technological knowledge. Ordinary users are exposed to profound professional knowledge in various disciplines in novel and interesting ways through short videos, dynamic charts and experimental demonstrations. On the other hand, when users learn about scientific and technological knowledge and information through social media, they have their own content selectivity. The mature interactive channels of social media make users more actively put forward new demands for the professionalism and customization of scientific and technological communication content, which provides more targeted guidance for content production.

　　At the present stage, the users of science and technology communication are different in their own interests, knowledge ability and acceptance environment, which makes it challenging to realize the expected effect of science and technology communication. Therefore, for the scientific and technological communication of social media, we should not only promote it to provide massive and high-quality content resources, but also introduce a continuous optimization mechanism from the perspective of integration and innovation, and further strengthen supervision and guidance to avoid "alienation" and "flow-only" of scientific and technological communication.

　　Clarify the core "user portrait" and create a series of content products to enhance user viscosity. Users who pay attention to science and technology communication in social media have relatively clear characteristics. Through their daily browsing, attention, collection and comments, we can use big data to sketch out the core "user portrait", accurately divide the user types, fully investigate users of different ages, genders and occupations, and create serialized, novel and aging content products with their favorite communication methods. We can also express the same science and technology communication content in various forms. At the same time, through the professional team to build scientific and technological communication content in line with the platform positioning, build a model of "expert-produced content+user-produced content", carry out continuous excavation of in-depth content, pay attention to the injection of scientific spirit and humanistic connotation, make content products based on scientific and technological knowledge but reflect higher-level humanistic value, and improve and meet the needs of diversified users. For example, the recently popular "Infinitely Bright Daily Science Popularization" has 18.36 million fans on social platforms, and the self-made series of videos such as "Online Popular Biometric Identification", "Flowers, Birds, Fish and Insects Around Me" and "Remote Natural History" have been praised by users at all levels from a professional point of view, using humorous language to popularize all kinds of animal and plant knowledge.

　　Introduce researchers’ "cross-border communication" and give traffic tilt to high-quality content. In the social media environment, the division of labor of science and technology communication is becoming more and more detailed, and the content products of science and technology communication should pay attention to the transformation between scientific terms and public discourse. Scientific research institutions and professional media can guide relevant personnel to settle in social media, break down the knowledge barrier of science and technology communication, and choose the best strategies and expressions to convey accurate scientific knowledge and information. Create a social media account with personal IP, and combine the "authoritative effect" of professionals to become a group with more voice and credibility, and open up a new road for the universal dissemination of scientific and technological information. For example, the official account "Second Institute of Physics of Chinese Academy of Sciences" opened by the Institute of Physics of Chinese Academy of Sciences in bilibili mainly disseminates scientific content for young people. The account operation team is composed of front-line researchers of the Institute of Physics. In addition to disseminating popular science content through popular science articles, short videos and other forms, they also insist on broadcasting popular science live in the laboratory at a fixed time every week. Social media platforms can give a certain traffic tilt to the science and technology communication accounts of such professional scientific research institutions and media, and push high-quality science and technology content to more users through big data algorithms.

　　Strengthen the platform content review mechanism to prevent the "alienation" of science and technology communication. On the social media platform, content creators have more channels and more sources to obtain scientific and technological information, and their creative level is also different, which leads to the uneven quality of content products, some inaccurate and outdated misleading false information, and even the proliferation of pseudoscience in the process of scientific and technological knowledge dissemination, where imprecise information becomes the source of communication and then spreads on social media platforms. These erroneous information contents and network rumors are frequently spread out without control, which will lead to cognitive deviation of users. Once there is misunderstanding of scientific and technological information, the time cost and labor cost of making up for the shortcomings of reporting and explaining to the public will be higher, which will also be a fatal blow to the credibility of the main body of scientific and technological communication. Therefore, social media platforms must pay more attention to the review of content. First, check the accuracy of scientific knowledge in the dissemination content to avoid misleading the content because of the deviation of the creator’s understanding. The second is to review the identity of the creator, give special marks to authoritative scientific and technological personnel and media accounts, and guide users to receive formal and rigorous scientific and technological communication content. Third, it is necessary to review and adjust the push of popular content, standardize and strictly manage the subjects of all kinds of scientific and technological communication, ensure that the scientific and technological knowledge they spread has a scientific basis, prevent some organizations or individuals from spreading false or grandstanding scientific and technological information in order to defraud traffic, money and attract users’ attention, and avoid the adverse consequences caused by the creative tendency of "only traffic".