International Astronomical Union General Assembly 2024: a case study on social media outreach and open access in large-scale scientific conferences (opens in new tab)

This report presents an analysis of the communication efforts of the XXXII International Astronomical Union General Assembly, the first held on the African continent. For the first time in its history, the conference provided a fully streamed, open access experience on YouTube, complemented by a robust, multi-platform social media outreach campaign. Through metrics analysis and survey results, our study evaluates the effectiveness of diverse digital initiatives in enhancing engagement on diff...