New Science, New Media: An Assessment of the Online Education and Public Outreach Initiatives of The Dark Energy Survey

We present a case study of the online education and public outreach (EPO) program of The Dark Energy Survey (DES). We believe DES EPO is unique at this scale in astronomy, as it evolved organically from scientists' volunteerism. We find that DES EPO online products reach 2,500 social media users on average per post; 94% of these users are predisposed to science-related topics. We find projects which require scientist participation and collaboration support are most successful when they capitalize on participating scientists' hobbies. Throughout the article, we present recommendations for others interested in facilitating EPO for large science collaborations.