Using Twitter to communicate conservation science from a professional conference

Scientists are increasingly using Twitter as a tool for communicating science. Twitter can promote scholarly discussion, disseminate research rapidly, and extend and diversify the scope of audiences reached. However, scientists also caution that if Twitter does not accurately convey science due to the inherent brevity of this media, misinformation could cascade quickly through social media. Data on whether Twitter effectively communicates conservation science and the types of user groups receiving these tweets are lacking. To address these knowledge gaps, we examined live tweeting as a means of communicating conservation science at the 2013 International Congress for Conservation Biology (ICCB). We quantified and compared the user groups sending and reading live tweets. We also surveyed presenters to determine their intended audiences, which we compared with the actual audiences reached through live tweeting. We also asked presenters how effectively tweets conveyed their research findings. Twitter reached 14 more professional audience categories relative to those attending and live tweeting at ICCB. However, the groups often reached through live tweeting were not the presenters' intended audiences. Policy makers and government and non-governmental organizations were rarely reached (0%, 4%, and 6% of audience, respectively), despite the intent of the presenters. Plenary talks were tweeted about 6.9 times more than all other oral or poster presentations combined. Over half the presenters believed the tweets about their talks were effective. Ineffective tweets were perceived as vague or missing the presenters' main message. We recommend that presenters who want their science to be communicated accurately and broadly through Twitter should provide Twitter-friendly summaries that incorporate relevant hashtags and usernames. Our results suggest that Twitter can be used to effectively communicate speakers' findings to diverse audiences beyond conference walls.