Many physicists work for small-to-medium-sized companies that provide scientific instrumentation and services – and some have founded companies of their own. Such businesses can have limited resources for marketing and customer service, so using social media can be an efficient way to connect with existing users and attract new customers.

In this episode of the Physics World Weekly podcast, Alex Peroff and Neil Spinner of Pine Research Instrumentation explain how they use social media – including podcasts, videos, webinars and live chats – to get their message out.

From their base in Durham, North Carolina, the duo also share their top tips for getting the most out of social media.