This document discusses how scientists can effectively communicate with the public in a digital world. It notes that most consumers get their nutrition information from media like websites and local TV rather than directly from scientists. This has led to a disparity between what scientists know and what consumers believe. The document recommends that scientists engage socially online to translate their research for lay audiences in a way that addresses people's existing beliefs, in order to influence public health, policy, and continued research support. Scientists should be social when sharing information, challenging views, or when asked, to help the public form opinions based on scientific evidence rather than misinformation.

1. Being “social” how scientists can
find their way in a 24-hour digital
world:
Why and when would scientists
want to be social?
Gregory D. Miller
National Dairy Council
@drdairy50

2. Media Environment
• Consumers get most of
their nutrition information
from media
“The media
doesn’t report
the truth, they
report what
people say is the
truth.” Elanor
Rudolph

3. Consumers Search Online and Watch Local TV for Info
on Food System Issues
Ranked First as Info Source
on Food System Issues
Websites
20%
(Highest %
of Top
Source
Mentions
for Early
Adopters)
Local TV
Station
16%
Friends-
Not
Online
12%
Family-
Not
Online
12%
Google
10%

4. Online Communication is Tribal/Insular
Consumer
Consumer
Consumer
Traditional
Communication
Model
Expert
Family
Online
Friends
Neighbor
FamilyFriend
Tribal
Communication
Model
Family
Online
Friends
Blogs

5. NUTRITION SCIENCE
Publication / Presentation
GOVERNMENT
AGENCIES FOOD INDUSTRY
MEDIA
INTERNET
MEDIA
INTERNET
SPECIAL
INTEREST
GROUPS
HEALTH
PROFESSIONAL
ORGANIZATIONS
SCHOOLS
CONSUMER:
Environmental Factors:
Social Economic factors
Cultural Issues
Food Availability
EATING AND NUTRITION
WHAT CONSUMERS SAY AND DO
COURTS OF LAW
MEDIA
INTERNET
If you don’t translate your
science, someone will do it
for you

6. 6
Nutrition in Media

7. 7
Social way of translating or communicating
the science

8. 8
Disparity between scientists and consumer

9. Why the disparity between scientists and
consumer?
• The Internet has democratized information
• People live in a “filter bubble” that lets in only the
information with which you already agree
• Scientific knowledge is used to reinforce beliefs that
have already been shaped by their worldview
• Throwing more facts at them doesn’t help, people
need to hear from believers they can trust, who share
their fundamental values
Why Do Many Reasonable People Doubt Science?
http://ngm.nationalgeographic.com/2015/03/science-
doubters/achenbach-text

10. 10

11. 11
Who are the online nutrition experts or where
does truth come from?
The 100 Most Influential People in
Health and Fitness
http://greatist.com/health/most-influential-health-
fitness-people

12. • When you have information to share
• When you want to challenge or clarify a
point of view
• When asked
12
When to be social

13. “If not us, then who?
If not now, then when?”
― John E. Lewis
• Communicating science through media can affect
public health and public opinion
• Well-designed and publicized research will influence
development of health and nutrition policy
• Awareness of a scientist’s research findings can affect
continued support of research funding
13
Why you should be social with your
science

14. 14
Thank you!