Quark, Camera, Action! Bringing Science Communication to Social Media

An essential component of the long-term success of scientific research is communicating the process and results with a diverse audience. With false information travelling quickly in our digital age, it is particularly crucial in the field of science communication to educate and inform accurately; but it's equally important to have fun and show the human side of our research. Drawing on my experience as both a particle physicist on the ATLAS experiment, and also as a science communicator for over a decade, I'll present the unique challenges and opportunities that come with conveying complex scientific ideas to a broader audience in an engaging way. In this talk, I will explore the deeper motivations behind effective science communication and the different methodologies employed, with a specific focus on using online platforms such as TikTok, Instagram, and YouTube. Each platform offers its own set of advantages for making particle physics more accessible, as well as obstacles in the form of misinformation and conspiracy theories. As we look towards the future and the advent of next-generation experiments, the task of clear and engaging communication becomes ever more important.