Maria Carmen Punzi on Communicating Science Through Social Media
Maria Carmen Punzi is a Menstrual Health Researcher at the Rotterdam School of Management, Erasmus University. Last November, she won the Fame Athena Award for her academic work and activism in the field of menstrual health. She has over 3,000 followers on both LinkedIn and Instagram, where she shares content related to her research. In this interview, Maria Carmen shares her experiences on social media and offers tips for researchers who want to boost their online presence.
Can you explain what your research is about?
“In my research, I examine issues of gender equality through the lens of menstrual health. I study how institutions ignore and dismiss the menstrual cycle, and I also examine the experiences of women and people with menstrual cycles in the workplace. The topic is still taboo, and some argue that it should remain a private matter. While we should, of course, respect people’s privacy, I believe that by ignoring the effects of menstrual and hormonal health, we systematically fail to adequately support women—and this is a political issue. My research also explores an alternative perspective: that as women, we are not hindered by our menstrual cycle but can instead use it as a resource.”
Do you remember how you started your social media journey?
“I started my Instagram account at the Foodplaza here on campus. At first, I thought I was too late and that there must be a lot of people posting about this topic, but that wasn’t the case. I really saw a gap between researchers who had scientific knowledge about menstrual health and influencers or coaches who would talk about the topic to a huge following on Instagram. I have nothing against coaches—in fact, I follow quite a few—but a bridge between the two was missing, and that’s where I positioned myself.”
“Thinkof the one message you want your followers to remember.”
On your Instagram profile, you say, “Helping you find the flow with your cycle.” Can you explain what that means?
“I don’t want to be prescriptive and tell people how they should feel during each phase of their cycle. Instead, I want to encourage women to embark on their journey. Your cycle is very personal. As much as I can share about the science of menstrual health, the individual experience is always important. That’s why on my Instagram, I share personal insights, including those about my own cycle. In this way, I hope to help women understand how their cycle can affect them and discover what works for them.”
What do you post about on LinkedIn, and what do you hope to achieve?
“The things I share there are less personal. On LinkedIn, I share research findings and make them accessible and understandable to a non-expert audience. I also comment on news or policies—think of the bill on menstrual leave in Spain. I see a lot of people who say ‘I was part of this event’ or ‘I published this paper,’ but a good question to ask ourselves when posting on LinkedIn is: what is my audience gaining from this? Honestly, I think the chances are pretty low that people will click on the link. That’s why I craft my posts so that my followers learn something, even if they don’t click. The good thing about LinkedIn is that, unlike Instagram, content stays on the feed longer and can even lead to interactions weeks later.”
“Assumethat people won’t click on the link. Make sure they still learn something from your post.”
And what's in it for you?
“So many people have reached out to me, sometimes even with very personal stories. This gave me a sense of connection, as well as a tangible impact—something I wouldn’t have experienced if I’d only published papers. Sometimes it even leads to nice conversations in real life with people who’ve been following me online for a long time. It’s a bit strange, but they really do feel like they know me. Also, a journalist from a Dutch newspaper and one from an international news channel found my profile and interviewed me. Having an audience gives you more credibility. And I definitely feel that I’ve reached many more people with my research through social media.”
Do you have any advice for researchers who want to be more active on social media?
“Be patient and try to be original. It takes time to build an audience, and figuring out what works is also a matter of trial and error. Sometimes you put a lot of effort into a post, but there’s almost no engagement. Don’t let that discourage you too much. In the beginning, I used to have negative thoughts about what I posted. Now I feel less pressure and only post something when I’m inspired.”
“Getinspired by others. Follow profiles you like and learn from them.”
I get a lot of inspiration from following others and listening to podcasts, like *Unlocking Us* with Brené Brown. This is a fantastic example of how to turn scientific studies into interesting, useful conversations for the general public. In my posts, I try to include stories and personal thoughts to make them more interesting and relatable. It’s good to know that social media algorithms favor opinions, but of course, you don’t always have to share your opinion. Your content needs to stand out, so originality is important. I started creating “period memes” similar to Loesje. Some of them were shared and viewed a lot. But perhaps the most important piece of advice: don’t use social media for validation, because doing so will drain you. Connecting with people in your audience and community should always come before a high number of likes or followers!”
What makes a good post?
“On social media, my brain just refuses to process large blocks of text. That’s why on LinkedIn I use short sentences and plenty of white space. It’s also very important to have a strong hook in the first sentence—a statement that provokes a reaction or is counterintuitive to your followers and requires an explanation. I try not to be sensationalist or resort to clickbait. At the same time, you have to be willing to simplify concepts and ideas significantly, and as a researcher, that isn’t always easy. Think of the one message you want people to remember. I believe that once you get them to engage with your content, there’s more room for nuanced conversations.”
“Comeup with a catchy opening for your post and avoid using large blocks of text.”
Maria Carmen receiving the Fame Athena Award during the Dies Natalis in 2023 - Photo by Alexander Santos Lima
“Connectionover numbers: Having meaningful interactions is more important than the number of followers or likes.”
