Beyond the Feed: Creating value and community through social media

Social media can be a powerful tool for adding value for members and fostering community alongside traditional events (Hertel et al. 2026). In 2024, the Australian Association of Animal Sciences (AAAS) established a social media working group, which has since evolved into a Communications sub-committee that oversees online communication platforms for AAAS. In mid-2024, a streamlined online submission process via Google Forms was introduced for members and branches to share and promote AAAS opportunities and other information relevant to AAAS members. The aim of this analysis of 12 months of LinkedIn analytics was to get insight into: engagement and growth of the AAAS LinkedIn page as a communication channel, and the content that members most engage with.