A new study reveals that social media platforms like Facebook and Instagram can significantly enhance wildlife conservation efforts by increasing public awareness and engagement. The study focuses on the Urban Caracal Project (UCP) in Cape Town, South Africa, which aims to explore caracal ecology and influence perceptions towards caracal conservation in an urban setting.
Project Overview:
The Urban Caracal Project was established in December 2014 to study caracal ecology and promote conservation through social media. It is run by a research team hosted by the Institute for Communities and Wildlife in Africa at the University of Cape Town.
Social Media Impact:
The project uses social media extensively, with most interactions happening on platforms like Facebook and Instagram. The study analyzed data from these platforms to assess the project's impact on public awareness.
Search Interest Increase:
The study found a doubling in search interest for the term 'caracal' since the UCP was launched, representing a 91% increase compared to the search interest in 'servals,' which rose by 76% in the same period.
Public Engagement:
The project now has over 16,800 Facebook followers and more than 7,300 Instagram followers, indicating 'micro-influencer' status. The followers are primarily from South Africa but also include people from the UK, India, and the US.
Citizen Network:
The public's reporting of caracal sightings, rescues, and deaths via WhatsApp and social media allows conservationists to perform post-mortems and assess threats to the caracal population. Tissue analysis has revealed exposure to pollutants and pesticides.
Conservation Insights:
The sightings and Facebook comments provide valuable information on how caracals respond to humans. Most encounters occur on roads or paths, with caracals described as 'chilled' or 'calm' before quickly moving away.
Public Sentiment:
The most common positive adjective used in Facebook comments is 'beautiful,' while negative posts often express sadness in response to caracal deaths or population threats. This demonstrates the extent to which social media engagement has led to people caring about caracal welfare.
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