The contemporary science communication ecosystem is complex: science and society meet each other at multiple interfaces, communication takes place in multiple directions and moreover, the different actors may have widely differing ideologies and assumptions. In addition, digitalization is intensifying the – already complex – dynamics in this ecosystem fundamentally. At the same time, digitalization also offers novel possibilities for scientists and scientific institutions to communicate and engage with the public and other stakeholders, and henceforth contribute to a better science-society relationship. Against this backdrop, this study aims to examine what motivates scientists to engage with the public through the internet and online media, and what holds them back herein.