Evaluating the benefits and risks of social media for wildlife conservation

Given its extensive volume and reach, social media has the potential to widely spread conservation messaging and be a powerful tool to mobilize social change for conserving biodiversity. We synthesized gray and primary academic literature to investigate the effects of social media on wildlife conservation, revealing several overarching benefits and risks. We found that social media can increase pro-conservation behaviours among the public, increase conservation funding, and incite policy changes. Conversely, social media can contribute to species exploitation and illegal trade, cause unprecedented increases in tourism in protected areas, and perpetuate anti-conservation behaviours via misinformation. In most cases, we found that content sharing on social media did not result in a detectable impact on conservation; in this paper, however, we focus on providing examples where conservation impact was achieved. We relate these positive and negative outcomes of social media to psychological phenomena that may influence conservation efforts and discuss limitations of our findings. We conclude with recommendations of best practices to social media administrators, public social media users, nongovernmental organizations, and governing agencies to minimize conservation risks while maximizing beneficial outcomes. By improving messaging, policing online misconduct, and providing guidance for action, social media can help achieve wildlife conservation goals.