#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter

Social networks expand the communication tools of nature conservation. Nonetheless, to date there is hardly any scientific literature on nature conservation communication in social networks. For this reason, this paper examines 600 Facebook and Twitter posts of three German nature conservation organ...

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Autores principales:	Annika Miller, Stefan Heiland
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	nature conservation social media social networks conservation communication user engagement Facebook Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/b885f97dda3f4ffe8926999f35591689
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spelling	oai:doaj.org-article:b885f97dda3f4ffe8926999f355916892021-11-25T19:04:11Z#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter10.3390/su1322127682071-1050https://doaj.org/article/b885f97dda3f4ffe8926999f355916892021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12768https://doaj.org/toc/2071-1050Social networks expand the communication tools of nature conservation. Nonetheless, to date there is hardly any scientific literature on nature conservation communication in social networks. For this reason, this paper examines 600 Facebook and Twitter posts of three German nature conservation organizations: Federal Agency for the Conservation of Nature (Bundesamt für Naturschutz, BfN), Naturschutzbund Deutschland e. V. (NABU), and World Wide Fund for Nature (WWF) Germany. Using the Mann–Whitney U method and Spearman’s rank correlation analysis, it reveals how post design affects communication success and provides respective recommendations for German conservation organizations. Communication success was divided into four indicators: reactions, comments, shares, and overall engagement as a synthesis of the three. On Facebook, the use of hashtags, images, and many characters (up to 1500) leads to higher success, whereas emojis and videos can reduce it. On Twitter, links, images, and longer posts promote user interactions. Emojis have a positive influence on comments and overall engagement, but a negative influence on reactions and shares. In addition, hashtags reduce overall engagement on Twitter. These results are discussed with reference to similar studies from other political fields in order to provide recommendations for conservation organizations. A validation and expansion of the presented results is recommended due to the growing relevance of digital nature conservation communication.Annika MillerStefan HeilandMDPI AGarticlenature conservationsocial mediasocial networksconservation communicationuser engagementFacebookEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12768, p 12768 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	nature conservation social media social networks conservation communication user engagement Facebook Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	nature conservation social media social networks conservation communication user engagement Facebook Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Annika Miller Stefan Heiland #ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter
description	Social networks expand the communication tools of nature conservation. Nonetheless, to date there is hardly any scientific literature on nature conservation communication in social networks. For this reason, this paper examines 600 Facebook and Twitter posts of three German nature conservation organizations: Federal Agency for the Conservation of Nature (Bundesamt für Naturschutz, BfN), Naturschutzbund Deutschland e. V. (NABU), and World Wide Fund for Nature (WWF) Germany. Using the Mann–Whitney U method and Spearman’s rank correlation analysis, it reveals how post design affects communication success and provides respective recommendations for German conservation organizations. Communication success was divided into four indicators: reactions, comments, shares, and overall engagement as a synthesis of the three. On Facebook, the use of hashtags, images, and many characters (up to 1500) leads to higher success, whereas emojis and videos can reduce it. On Twitter, links, images, and longer posts promote user interactions. Emojis have a positive influence on comments and overall engagement, but a negative influence on reactions and shares. In addition, hashtags reduce overall engagement on Twitter. These results are discussed with reference to similar studies from other political fields in order to provide recommendations for conservation organizations. A validation and expansion of the presented results is recommended due to the growing relevance of digital nature conservation communication.
format	article
author	Annika Miller Stefan Heiland
author_facet	Annika Miller Stefan Heiland
author_sort	Annika Miller
title	#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter
title_short	#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter
title_full	#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter
title_fullStr	#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter
title_full_unstemmed	#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter
title_sort	#protectnature—how characteristics of nature conservation posts impact user engagement on facebook and twitter
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/b885f97dda3f4ffe8926999f35591689
work_keys_str_mv	AT annikamiller protectnaturehowcharacteristicsofnatureconservationpostsimpactuserengagementonfacebookandtwitter AT stefanheiland protectnaturehowcharacteristicsofnatureconservationpostsimpactuserengagementonfacebookandtwitter
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#ProtectNature—How Characteristics of Nature Conservation Posts Impact User Engagement on Facebook and Twitter

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