IDEAS home Printed from https://ideas.repec.org/a/spr/jenvss/v9y2019i4d10.1007_s13412-019-00561-0.html
   My bibliography  Save this article

Engaging a global Facebook audience with conservation education

Author

Listed:
  • Kristen Latzke

    (Miami University)

  • Laurie Marker

    (Cheetah Conservation Fund)

  • Heather Ravenscroft

    (Cheetah Conservation Fund)

Abstract

Sharing information is a critical component of conservation science. Transferring this information from conservation scientists to the general public can be accelerated with the use of social media. Conservation practitioners and educators can utilize social media to display information, promote causes, and engage the public. Although social media has the potential to be a vessel for conservation education, there are few studies discussing the impact of social media on conservation education or on post timing for a global Facebook audience. To improve the success of these efforts, we sought to understand the effect of day of the week and time of day on Facebook post engagement. Data was collected from the Facebook page of the Cheetah Conservation Fund (CCF), a global leader in cheetah conservation rooted in education, research, and the mitigation of human-wildlife conflict. Friday was the most engaging day while the weekend (Saturday–Sunday) had the lowest engagement. The highest average engagement occurred between 9 AM EST and 10 AM EST and the lowest engagement was found between 5 PM EST and 6 PM EST. It is impossible to reach every person with every post, but scheduling posts or geotargeting specific geographical locations may increase engagement. This study is a starting point for global organizations to analyze their Facebook activity in order to conclude when the most engaging times occur in order to reach as many people as possible. Increasing engagement could increase the discussion of important issues in the field of conservation biology.

Suggested Citation

  • Kristen Latzke & Laurie Marker & Heather Ravenscroft, 2019. "Engaging a global Facebook audience with conservation education," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 9(4), pages 437-441, December.
    • Handle: RePEc:spr:jenvss:v:9:y:2019:i:4:d:10.1007_s13412-019-00561-0
    DOI: 10.1007/s13412-019-00561-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13412-019-00561-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s13412-019-00561-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Feng Zhen & Bo Wang & Zongcai Wei, 2015. "The rise of the internet city in China: Production and consumption of internet information," Urban Studies, Urban Studies Journal Limited, vol. 52(13), pages 2313-2329, October.
    2. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suomi, Kati & Luonila, Mervi & Tähtinen, Jaana, 2020. "Ironic festival brand co-creation," Journal of Business Research, Elsevier, vol. 106(C), pages 211-220.
    2. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    3. Yousef Ahmad El Dameh & Hamad AL Ghadeer, 2021. "The Impact of Traditional Direct Marketing on Creating Brand Awareness: Case Study on IKEA in Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 130-130, July.
    4. Halloran, Timothy J. & Lutz, Richard J., 2021. "Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 83-95.
    5. Coelho, Pedro Simões & Rita, Paulo & Santos, Zélia Raposo, 2018. "On the relationship between consumer-brand identification, brand community, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 101-110.
    6. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    7. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    8. Ganesh Dash & Chetan Sharma & Shamneesh Sharma, 2023. "Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    9. Myoung-Jin Chae, 2021. "Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media," Sustainability, MDPI, vol. 13(7), pages 1-22, March.
    10. Matthias Bogaert & Michel Ballings & Dirk Van den Poel, 2018. "Evaluating the importance of different communication types in romantic tie prediction on social media," Annals of Operations Research, Springer, vol. 263(1), pages 501-527, April.
    11. Dana Adriana Lupșa-Tătaru & Radu Lixăndroiu, 2022. "YouTube Channels, Subscribers, Uploads and Views: A Multidimensional Analysis of the First 1700 Channels from July 2022," Sustainability, MDPI, vol. 14(20), pages 1-13, October.
    12. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    13. Xu, Jia & Wei, Jiuchang & Zhao, Dingtao, 2016. "Influence of social media on operational efficiency of national scenic spots in china based on three-stage DEA model," International Journal of Information Management, Elsevier, vol. 36(3), pages 374-388.
    14. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    15. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    16. Sebastian Martin & Birgit Grüb, 0. "Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    17. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    18. Stachowiak-Krzyżan Magda, 2021. "Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 115-136, September.
    19. Giandomenico Domenico & Annamaria Tuan & Marco Visentin, 2021. "Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic," Italian Journal of Marketing, Springer, vol. 2021(4), pages 351-369, December.
    20. Min Chung Han, 2021. "Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 255-272, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:jenvss:v:9:y:2019:i:4:d:10.1007_s13412-019-00561-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.