using social media as an effective tool for conveying conservation messages and tracking the social...
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USING SOCIAL MEDIA AS AN EFFECTIVE TOOL FOR CONVEYING CONSERVATION MESSAGES AND TRACKING THE SOCIAL
IMPACT OF CONSERVATION ISSUESShana 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
MACE Lab
@Mace_Lab
@Shana_Mian
#SCCP2015
WHY DO WE COMMUNICATE?
Engage people
Create awarene
ssShape
opinions Bring Chang
e
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
SOCIAL MEDIA AND
RESEARCH
WHY AM I DOING THIS?Altruistic reasons SOCIETY
Advance my scientific field
SCIENCE
Self Promotion
SELF
• All are valid reasons to use social media
CENTRAL QUESTION• How do we communicate in a more
relevant way around the complexities of conservation issues to drive action?
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
1. What strategies are currently being used by Social Media based
awareness campaigns?
20TOP
Surina Singh
Jargon
Narration
Music
Animation
Emphasis on knowledge
Approach (+/-)
Text
Length
Statistics
Background setting
Number of speakers
Message focus
Special Effects
Message type
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1
0 20 40 60 80 100Predictor Importance (%)
Fact
or
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 focusBiodiversity 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
AN AUDIENCE JOURNEY:THE EMOTIONAL JOURNEY
Indifferent
Motivated
AN AUDIENCE JOURNEY:THE EMOTIONAL JOURNEY
Indifferent
Unsettled
ScaredEngaged
Depressed
Motivated
AN AUDIENCE JOURNEY:THE EMOTIONAL JOURNEY
Indifferent
Empowered
AmusedUnsettled
ScaredEngaged
Depressed
Motivated
Urged
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17
16
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0 20 40 60 80 100Predictor Importance (%)
Fact
or
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 focusBiodiversity 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
VIDEO 1
VIDEO 2
Video 1 Preferences Video 2Which video did you prefer
Most Memorable
Which was most Educational
Effective in conveying conservation message
Animals caused an emotional response
Best combinatio
n
Worst combinatio
n
HOW DO CONSERVATION MESSAGES TRAVEL?
You
Target
audience
Network
Public
To engage people on Facebook you need to make it one of their top 5 likes.
#SciComm
16:59
“MEMES”
2.What is the spread and impact of marine plastic pollution conservation messages KAVEERA
SINGH
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
0
5
10
15
20
25
30
35
40
45
50
55
60
65
70
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80
85
90
95
100
% Likes
% Shares
% Comments
Social Media Platforms
Call
to A
ctio
n (%
)
Memes1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Call
to a
ctio
n (%
)100%
0%
FACEBOOK most interactive platform
1 2 3 4 50
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Reach Response to Action
Memes
Reac
h (N
o. o
f Ind
.)
Resp
onse
to A
ctio
n (%
)
VS
MAMMALS
BIRDS
REPTILES
ENVIRONMENT
3. WHAT PUBLIC BIASES ARE PRESENT AROUND PLASTIC POLLUTION?
“CUD
DLY C
ONSERV
ATIO
N”
Environment76%
Reptiles19%
Birds5%
Environment Reptiles Birds Mammals
Envi-ronment
48%
Reptiles14%
Birds19%
Mammals 17%
Environment ReptilesBirds Mammals
“CUDDLY
CONSERVATION”
RETHINKING ASSUMPTIONS
Do not overestimate “cuddly conservation” responses to conservation campaigns
VIDEO PREFERENCES
Thank you!