Public-facing science communication is important in garnering interest, engagement, and trust in science. Social media platforms provide scientists with opportunities to reach broader audiences, yet many resist adopting social media writing strategies because the strategies conflict with traditional science writing norms and personal preferences. To address this gap, we first evaluate readers' preferences for strategies such as examples, walkthroughs, and personal language. While many readers enjoyed science narratives that used these strategies, their effectiveness was nuanced and context-dependent, varying by topic and individual preference. Building on these findings, we design a system that uses contrastive examples to help scientists adopt and integrate these social media science writing strategies. In a user study with scientists, we found that presenting contrastive examples helped writers critically evaluate different narrative options, balance competing goals, and gain confidence in adapting social media writing strategies to fit both their topic and audience.

翻译：面向公众的科学传播对于激发对科学的兴趣、参与度和信任至关重要。社交媒体平台为科学家提供了接触更广泛受众的机会，但许多科学家不愿采用社交媒体写作策略，因为这些策略与传统科学写作规范和个人偏好相冲突。为弥合这一差距，我们首先评估了读者对示例、分步讲解和个人化语言等策略的偏好。尽管许多读者喜爱运用这些策略的科学叙事，但其效果具有细微差别且依赖于情境，因主题和个人偏好而异。基于这些发现，我们设计了一个系统，利用对比示例帮助科学家采纳并整合这些社交媒体科学写作策略。在一项针对科学家的用户研究中，我们发现呈现对比示例有助于作者批判性地评估不同的叙事选项，平衡相互竞争的目标，并增强将社交媒体写作策略适配于其主题和受众的信心。