Development of a Media Production Process in the Research Digest Project for Communicating Research to the Public through Social Media

Abstract

             This study aims to develop a media production process for communicating research to the public via social media under the Research Digest project, using an action research approach within a case study at the Mahidol University Library and Knowledge Center. The methodology begins by analyzing the limitations of a previous project (The Author), which required substantial human resources, time, and

complex workflows, followed by the design and development of a simplified production process that integrates content synthesis from original research with artificial intelligence (AI). The new process was applied to produce Research Digest media and evaluated using social media performance indicators. The result shows that video content generates higher user engagement than static images and that the revised workflow significantly reduces resource use and production time. Overall, the study highlights an effective media production approach suited to the limited resources of academic libraries while effectively responding to current user behavior on social media platforms.