The potential of Facebook® for communicating complex technologies using the example of deep geothermal energy

Professional and transparent communication processes are crucial for the introduction of new complex technologies. In this context, the potential of social media applications such as Facebook has still to be investigated. Therefore, this paper addresses the potential of Facebook as an instrument in communicative measures for the acceptance of complex technologies taking deep geothermal energy as an example. Based on socio-scientific and linguistic approaches the special characteristics of Facebook as a communication and interaction environment and specific Facebook components are described. The description leads to a discussion about the opportunities and risks of using Facebook in communicative measures. Also, recommendations for the usage of specific Facebook components are given. The discussion shows that Facebook is suited for information as well as inclusion purposes. The Facebook components fan pages, groups and events can be applied as useful components in comprehensive communication strategies for complex technologies. The considerations and recommendations in this study are useful for communication professionals who develop and carry out communication concepts as well as for researchers who deal with Facebook in professional contexts.