This document discusses using social media as an effective tool for conveying conservation messages and tracking the social impact of conservation issues. It analyzes strategies currently used in social media awareness campaigns, the spread and impact of messages about marine plastic pollution, and public biases around plastic pollution. Specific topics covered include the importance of factors like jargon, narration, appearance of species, emphasis on knowledge, and emotional journey in crafting effective conservation videos and memes. The document also notes that social media, especially Facebook, can be highly interactive platforms for conservation messages but biases exist toward certain taxa.

1. USING SOCIAL MEDIA AS AN EFFECTIVE TOOL FOR
CONVEYING CONSERVATION MESSAGES AND
TRACKING THE SOCIAL IMPACT OF
CONSERVATION ISSUES
Shana Mian
Surina Singh, Kaveera Singh, C. Panos, M. Maroun, Dr.
Deborah Robertson-Andersson
USING SOCIAL MEDIA AS AN EFFECTIVE TOOL FOR
CONVEYING CONSERVATION MESSAGES AND
TRACKING THE SOCIAL IMPACT OF
CONSERVATION ISSUES

2. MACE Lab
@Mace_Lab
@Shana_Mian
#SCCP2015

4. WHY DO WE COMMUNICATE?
Bring
Change

5. PLATFORMS OF COMMUNICATION
• Many platforms to communicate with
SCIENTISTS and THE PUBLIC.
• The rise in peer reviewed publications
does not compare to the
INCREASE IN SOCIAL MEDIA USERS #SciComm
16:59

6. SOCIAL MEDIA
AND
RESEARCH

7. WHY AM I DOING THIS?
• All are valid reasons
to use social media

8. CENTRAL QUESTION
• How do we communicate in a more
relevant way around the complexities of
conservation issues to drive action?

9.  What strategies are currently being used by Social Media
based awareness campaigns?
 What is the spread and impact of marine plastic pollution
conservation messages
 What public biases are present around plastic pollution
Marine Plastic
Pollution

10. 1. What strategies are currently being used by
Social Media based awareness campaigns?
20
TOP
Surina Singh
Jargon
Narration
Music
Animation
Emphasis on knowledge
Approach (+/-)Text
Length
Statistics
Background setting
Number of speakers
Message focus
Special Effects
Message type

11. 0 20 40 60 80 100
18
17
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
Predictor Importance (%)
Factor
Most important
Factors Variables
1. Scientific jargon No
2. Level of understanding 1
3. Narration No
4. Appearance of species
Natural/ content and
Endangered /suffering
5. Music Yes
6. Statistics No
7. Emphasis on knowledge 3 – 4
8. Video type Image based
9. Education level 4
10. Background setting Nature
11. Approach Positive
12. Message focus
Biodiversity importance,
result of human activity,
how to conserve and
supporting a campaign
13. Number of speakers 0;1
14. Animated No
15. Text Yes
16. Special effects Yes
17. Conservation type Overall biodiversity
18. Length 3 minutes

12. AN AUDIENCE JOURNEY:
THE EMOTIONAL JOURNEY
Indifferent
Motivated

13. AN AUDIENCE JOURNEY:
THE EMOTIONAL JOURNEY
Indifferent
Unsettled
ScaredEngaged
Depressed
Motivated

14. AN AUDIENCE JOURNEY:
THE EMOTIONAL JOURNEY
Indifferent
Empowered
AmusedUnsettled
ScaredEngaged
Depressed
Motivated
Urged

15. 0 20 40 60 80 100
18
17
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
Predictor Importance (%)
Factor
Most important
Factors Variables
1. Scientific jargon No
2. Level of understanding 1
3. Narration No
4. Appearance of species
Natural/ content and
Endangered /suffering
5. Music Yes
6. Statistics No
7. Emphasis on knowledge 3 – 4
8. Video type Image based
9. Education level 4
10. Background setting Nature
11. Approach Positive
12. Message focus
Biodiversity importance,
result of human activity,
how to conserve and
supporting a campaign
13. Number of speakers 0;1
14. Animated No
15. Text Yes
16. Special effects Yes
17. Conservation type Overall biodiversity
18. Length 3 minutes

16. VIDEO 1 VIDEO 2
Video 1 Preferences Video 2
Which video did you prefer
Most Memorable
Which was most Educational
Effective in conveying conservation message
Animals caused an emotional response
Best
combination
Worst
combination

17. HOW DO CONSERVATION
MESSAGES TRAVEL?
 To engage people on
Facebook you need to
make it one of their top
5 likes.
#SciCo
mm
16:59

18. “MEMES
”
2.What is the spread and impact
of marine plastic pollution
conservation messages
KAVEERA SINGH

19. 0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
95
100
Meme
1
Meme
2
Meme
3
Meme
4
Meme
5
Meme
1
Meme
2
Meme
3
Meme
4
Meme
5
Meme
1
Meme
2
Meme
3
Meme
4
Meme
5
CalltoAction(%)
Social Media Platforms
% Likes
% Shares
% Comments
Memes1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Calltoaction(%)
100%
0%
FACEBOOK most
interactive platform

20. 0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
1 2 3 4 5
ResponsetoAction(%)
Reach(No.ofInd.)
Memes
Reach Response to Action
VS

21. MAMMALS
BIRDS
REPTILES
ENVIRONMENT
3. WHAT PUBLIC BIASES ARE
PRESENT AROUND PLASTIC
POLLUTION?

22. Environmen…
Reptiles…
Birds
5%
Mammals
0%
Environment Reptiles Birds Mammals
Environmen…
Reptiles
14%
Birds
19%
Mammals…
Environment Reptiles Birds Mammals

23. RETHINKING
ASSUMPTIONS
Do not overestimate “cuddly
conservation” responses to
conservation campaigns

24. VIDEO PREFERENCES

25. Thank you!