The internet has provided a plethora of platforms to use for communication, not only in science but in practically any field. Each platform has its own framework where users provide the content. This means that each framework sets the stage for a certain type of content, e.g. photos or text, and speaks to a certain audience (as broad as this might be).
The benefit of using online and social media for science communication is that the framework is already in place and the users are already there. The task is to create content that attracts the right audience and sends the right message.