“…The analysis of social media‐derived data is part of a growing field called ‘digital conservation’ or ‘conservation culturomics’ that aims to quantify the impacts of online media, such as posts and comments on platforms like Facebook, Twitter, Instagram, YouTube and Flickr on viewers' attitudes towards and behaviours about the environment (Ladle et al., 2016). Culturomics has provided valuable insight about conservation topics such as people's attitudes towards wildlife and ecosystems (Becken et al., 2017; Rodrigues, 2019), their perceptions and usage patterns of protected areas (Tenkanen et al., 2017) and the cultural ecosystem services provided by natural areas (Oteros‐Rozas et al., 2018). It has also exposed previously unknown threats to wildlife, such as illegal hunting of tapirs, armadillos and other species in Brazil (El Bizri et al., 2015).…”