Successful science communication is essential but also challenging with time constraints, limited financial resources and a lack of incentives in the academic environment. Many social media platforms have emerged, providing free and simple science communication tools to reach the public, journalists, fellow scientists, and younger generations in particular. While some individual researchers and large institutions are present on social media, smaller research groups are under-represented.

@oceanseaicenpi is a science communication initiative led by a small group of polar oceanographers, sea ice, and atmospheric scientists at the Norwegian Polar Institute in Norway. Here we present our experience establishing, developing, and maintaining this successful Arctic science communication initiative on Instagram, Twitter, and Facebook. The initiative is run entirely by the team of less than 20 researchers with limited time and financial resources. Over 5 years, it has built a broad audience of more than 8000 followers.

The @oceanseaicenpi initiative has boosted the alternative metric scores of our publications and helped researchers in the group to become better writers and communicators. Such initiatives also provide bridges between science and society, reduc­ing the gap between scientific research and the public perception of science. By sharing our experience, we hope to inspire other research groups!