Presented by Leandra Carolina Flor, Ph.D., CIFOR-ICRAF Social Media, in sub-national workshop on Increasing Capacity of Local Community and Sub-National Government on Mangrove Restoration and Food Security on 12 July 2022

1. Humanizing Mangroves
Leandra Carolina Flor, Ph.D.
CIFOR-ICRAF Social Media

2. Where we’re at
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Content hosting sites
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Center for International Forestry Research
#ForestsMatter
World Agroforestry (ICRAF)
Global Landscapes Forum
#ThinkLandscape
Forests, Trees and Agroforestry (FTA)

3. Observations: Mangroves on CIFOR-ICRAF Social Media
• One of the most popular topics on environment-related social media accounts,
including wetlands and peatlands
• Relatable
• Intriguing
• Fascinating
• Their relevance to the current discourse on ecosystem restoration and climate action
online and offline cannot be overstated
• Followers get excited when they see faces

4. Popularity

5. International Days

6. Faces Behind the Story

7. Social Media Practice for Institutional Accounts
• Collaborate with experts and your [offline/online] community
• To ensure accuracy, credibility and overall impact
• Anybody can Google but not everyone can directly interact with thought-leaders
and experts from different sectors of the society. If you got ‘em, flaunt them!
• Humanize scientific information
• Lay epistemologies and local knowledge are knowledge in their own right
• Communicating scientific information should be tailored according to your
stakeholders’ knowledge; just because they are not ‘scientific experts’, it doesn’t
mean they are not knowledgeable
• Humanizing means putting people and their experiences at the heart of
communicating science

8. Social Media Practice for Institutional Accounts
• Monitor your content
• Creative aspects such as text, accompanying media, and format
• Technical aspects such as hashtags, link sources, time and date of publishing,
tagged accounts and cadence
• Constantly evolve
• It’s important to grow your brand not just in terms of following but its relevance
• If you can’t be creative all the time, be disciplined:
• Follow a consistent programming
• Never neglect your followers with updatess
• Find meaning in what you do

9. “The medium is the message,”
- McLuhan, 1964

10. Keep in touch!
Email: l.flor@cgiar.org
Facebook: Center for International Forestry Research | Twitter: @CIFOR
Instagram: @cifor_forests | LinkedIn: CIFOR
The Center for International Forestry Research (CIFOR) and World Agroforestry (ICRAF) envision a more equitable world where trees in all landscapes,
from drylands to the humid tropics, enhance the environment and well-being for all. CIFOR and ICRAF are CGIAR Research Centers.