How women in STEM can use social media to bridge the gender gap – UP marketing and communication expert

Social media is a formidable force that shouldn't be underestimated in the quest to empower women in the sciences and higher education.

This was one of the key messages from Thembi Tlale, Deputy Director of Marketing and Communication in the Department of Institutional Advancement at the University of Pretoria (UP), during the 2024 Women in Science Symposium hosted by the university at Future Africa, UP's pan-African platform for collaborative research, recently.

The gender gap in science and higher education remains a critical concern, marked by disparities in enrolment, academic performance, and access to resources. Despite girls often outperforming boys academically, they are less likely to pursue Science, Technology, Engineering, and Mathematics (STEM) subjects, largely due to persistent stereotypes and a lack of confidence in their abilities.

In her presentation, Tlale highlighted recent data which revealed that in 12 out of 122 countries, only one in four STEM graduates are female, underscoring the need for continued efforts to close this gap.

Tlale, whose PhD research explores the benefits and influence of social media, believes that from research and collaboration to networking, communication, mentoring and knowledge sharing, such platforms are playing a crucial role in narrowing the gender gap.

The symposium underscored the notable progress women in science have made in advancing leadership, driving innovation, and spearheading transformative change despite the numerous ongoing challenges.

"Social media is a powerful tool for empowerment," Tlale said. "Many are already using it to elevate their work and share their achievements on these platforms. I recognise that there's a complex relationship with social media - not everyone wants to share their opinions due to challenges like bullying.

"However, the educational opportunities available through social media are immense. In my personal journey as a student, I joined LinkedIn groups that provided invaluable insights into what other female professionals were doing. These groups offer tips on how women can advocate for themselves, conduct research and address various challenges."

Part of the strength of social media lies in just how many people use these platforms and how often they are being used, facilitating collaboration and growth.

"While social media does present challenges, its potential for good is undeniable, especially when harnessed with the right strategies," Tlale said. "Social media is a communication platform dedicated to interaction, content sharing, and collaboration.

"It's the collaboration aspect that is particularly crucial for us as women in science and higher education."

She noted that, according to a recent DataReportal report, over half of the world's population - 62.6% - uses social media. "That equates to 5.07 billion people, including 259 million new users who have joined within the last year. As researchers and leaders, this is an audience you can truly engage with."

Tlale highlighted that in South Africa the average time spent on social media is notably high at 3 hours and 40 minutes per day. The gender difference in social media usage is minimal, with men accounting for 50.2% and women 49.2%.

This indicates that women recognise social media as a powerful tool they can leverage. While many use it to connect with friends and stay informed, others turn to it for inspiration, discovering new activities, and making purchasing decisions.

"There are also opportunities to find content and articles, and this is where you as researchers and women in science come in," Tlale said. "The research you're publishing in journals, which most people won't read, can be shared on social media. Platforms like LinkedIn are particularly useful for showcasing work and impact." More than half of South Africans use LinkedIn, she pointed out, making it a valuable space for researchers to engage with others in similar fields.

Tlale emphasised that social media offers a powerful platform for women to network, find mentors, and build supportive communities. By transcending geographical boundaries, it allows women from diverse cultures to connect, collaborate, and expand their global reach.

To maximise its potential, women need to approach social media strategically - building an authentic online presence, engaging with followers, creating relevant content, using hashtags effectively, and collaborating with organisations in their areas of expertise, she said.

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