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The COVID-19 pandemic made explicit the issues of communicating science in an information ecosystem dominated by social media platforms. One of the fundamental communication challenges of our time is to provide the public with reliable content and contrast misinformation. This paper investigates how social media can become an effective channel to promote engagement and (re)build trust. To measure the social response to quality communication, we conducted an experimental study to test a set of science communication recommendations on Facebook and Twitter. The experiment involved communication practitioners and social media managers from select countries in Europe, applying and testing such recommendations for five months. Here we analyse their feedback in terms of adoption and show that some differences emerge across platforms, topics, and recommendation categories. To evaluate these recommendations' effect on users, we measure their response to quality content, finding that the median engagement is generally higher, especially on Twitter. The results indicate that quality communication strategies may elicit positive feedback on social media. A data-driven and co-designed approach in developing counter-strategies is thus promising in tackling misinformation. [ABSTRACT FROM AUTHOR]

Objectives: Behavioural measures such as social distancing are crucial to prevent the spread of COVID-19. People sometimes have difficulty to comply with these behavioural measures for various reasons. Insight is needed into evidence-based strategies that can promote compliance. In the present study, we examined whether behaviour change techniques (volitional help sheet (VHS), behavioural journalism (BJ) and empathy inductions (EI)) could promote behavioural compliance with the COVID-19 measures. Methods: Three online experiments were carried out (N = 424–593) among Dutch adult citizens, using a randomized 2-group post-test and 1-week follow-up design. In each experiment, a control group was compared with the experimental condition (respectively VHS, BJ or EI condition). Results: Two out of the three different strategies did result in favourable changes with regard to the compliance-related measures. The VHS contributed to changes in perceived susceptibility of others (t = -2,78; f**2 = 0,019), perceived severity (t = -3,65; f**2 = 0,032) and individual behavioural compliance measures. People exposed to the VHS were more likely to receive less visitors (w = 16638; p = 0.003)and avoid crowds (w = 16631; p = 0.003). EI increased the perceived vulnerability of others. Video-based role model stories, based on BJ did not result in any changes. Conclusions: Behaviour change strategies may contribute to promoting behavioural compliance and could be used in public health communication. The empathy induction can be used to enhance other protection motives, while the volitional help sheet effectively can help people to overcome compliance barriers. Behavioural science can add to fighting the COVID-19 pandemic. [ABSTRACT FROM AUTHOR]