Conservation Communication

Marine conservation non-governmental organizations (NGOs) face unique challenges when building effective communication pathways to cultivate meaningful support. Such obstacles include locational and socioeconomic gaps in public understanding of marine issues, and disparities in ocean literacy. This research explored the relationship between the framing of Social Media content disseminated by marine conservation organizations and the metrics that measure audience engagement. By identifying media frames that enhance engagement, marine conservation organizations have a better opportunity to increase outreach and influence on Social Media platforms. This study employed quantitative content analysis with a qualitative visual analysis component, investigating 306 Social Media posts from three distinct marine conservation NGOs. The results indicated that posts with a positive frame generated higher engagement rates compared to posts adopting a solution-oriented frame. Engagement was measured using the Key Performance Indicators of likes, comments, and shares. This study’s findings can provide valuable insights for marine conservation organizations aiming to optimize Social Media strategies.