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Sharing Research Amidst the Cat Videos and Clickbait

This chapter makes the case that the task of engagement for journalism researchers is far more challenging than is typically appreciated. Even provocative research findings must ruthlessly compete for the attention of highly distracted audiences. This chapter outlines results from a small study examining relative rates of social media interactions (e.g., comments, shares, and likes) on Facebook posts made by three organizations that seek to bridge the divide between academia and professional communities of practice—the Columbia Journalism Review, Nieman Journalism Lab, and the Poynter Institute. Analysis of what posts do (and do not) receive attention show that although some scholarly research attracts engagement, it pales in comparison to other posts circulated by these same organizations. The findings suggest that translating research in the contemporary media environment requires more innovative and proactive outreach strategies.