Instagram, Flickr, or Twitter: Assessing the usability of social media data for visitor monitoring in protected areas

Social media data is increasingly used as a proxy for human activity in diferent environments, including protected areas, where collecting visitor information is often laborious and expensive, but important for management and marketing. Here, we compared data from Instagram, Twitter and Flickr, and assessed systematically how park popularity and temporal visitor counts derived from
social media data perform against high-precision visitor statistics in 56 national parks in Finland and South Africa in 2014. We show that social media activity is highly associated with park popularity, and social media based monthly visitation patterns match relatively well with the ofcial visitor counts. However, there were considerable diferences between platforms as Instagram clearly outperformed Twitter and Flickr. Furthermore, we show that social media data tend to perform better in more visited parks, and should always be used with caution. Based on stakeholder discussions we identifed potential reasons why
social media data and visitor statistics might not match: the geography and profle of the park, the visitor profle, and sudden events. Overall the results are encouraging in broader terms: Over 60% of the national parks globally have Twitter or Instagram activity, which could potentially inform global nature
conservation.