Implications of social media discourse for managing national parks in South Africa

Increasingly, public discourse occurs on social media including about national parks, but how much of it is relevant to park management and what topics/events cause debate? Using a case study approach, we conducted a content and sentiment analysis of tweets about seven South African national parks (Table Mountain, Karoo, Addo Elephant, Pilanesberg, West Coast, Tsitsikamma and Golden Gate Highlands) posted over 14 months on Twitter to assess what topics were discussed for which parks, by whom, when, what emotions were expressed and how such information could be useful for management. Most of the discourse (70% of 10,292 tweets) related to management, including tweets about biodiversity (34%), tourism (27%), natural attractions (17%) as well as crime and safety (10%). Most Tweeters were South African (60%) with other Tweeters from other countries in Africa (4%), the USA (12%) or UK (7%). Although the 2% of accounts from news and conservation organisations had massive followings, most tweets were from individuals, were mainly positive and included emotions such as anticipation and trust. Peaks in tweets often related to specific events in the parks reported in the news. Our study revealed that despite issues with Twitter, such as geographic bias, shortcomings with search terms and short texts, park authorities could consider monitoring Twitter to better understand the interests and opinions of local and international communities. Managers could also use Twitter to monitor reactions to specific events in parks, disseminating information to stakeholders and responding to contentious issues.