Tracking public interest and perceptions about smalltooth sawfish conservation in the USA using Instagram

The population of smalltooth sawfish (Pristis pectinata) in the USA was listed as endangered under the US Endangered Species Act in 2003. Based on objectives identified in the Smalltooth Sawfish Recovery Plan, an interdisciplinary team developed a variety of outreach efforts and products to educate the public and promote sawfish conservation. These include safe viewing, handling, release, and reporting guidelines for boaters, divers, and anglers that may interact with the species. The usefulness of monitoring social media to track public interest and perceptions of smalltooth sawfish was investigated via Instagram posts mentioning sawfish encounters in the USA. We aimed to identify how current outreach efforts and messaging can be improved and expanded to better inform the public and promote positive change in their behaviour to further protect smalltooth sawfish. All encounters occurred in Florida waters and the trend of sawfish‐related Instagram posts increased congruently with traditionally reported sawfish encounters from 2012 to 2019. The number of Instagram users who indicated that they reported their encounter or that any sawfish encounter should be reported has increased, suggesting outreach efforts have gained traction and that some members of the public are actively promoting sawfish conservation through encounter reporting. The overall tone, and thereby public perception of and attitude towards sawfish, was largely positive. Though social media can be used to guide outreach initiatives and provides a platform for researchers to engage large public audiences, future research efforts should include electronic surveys within the recreational, commercial, diving, and angling communities. Additionally, social media posts should be compared with traditionally reported encounters, and media professionals working with scientists should focus on increasing the utility of social media as a way to collect encounter reports and create engaging educational content to be included with continued outreach efforts throughout the south‐eastern USA.