With a global climate strike on September 20th and waves of protests surrounding the UN summit on climate change, public interest in science seems to be on the rise. And scientists are answering the call, with more researchers than ever taking to social media to share their work with the public and each other. Professor Sara Yeo discusses how different audiences perceive science communication, the ways in which emotions can factor into it, and how scientists can make the most of engaging online. For more on this topic: Check out Sara’s SSN brief, Adapting Science Communication to the Changing Media Landscape Read her pieces for The Scientists and The London School of Economics blog on academics’ use of social media