Determining preferences for ecosystem benefits in Great Lakes Areas of Concern from photographs posted to social media

Our motivating presumption was that the act of taking a photograph constitutes some measure of the photographer's individual preference for, or choice of, the depicted subject matter among myriad possible subject matter. Overall, 17% of photos downloaded from the photo-sharing sites Flickr, Instagram, and Panoramio depicted an ecosystem benefit of the AOC. Percent of photographs depicting a benefit and the photographs' subject matter varied between AOCs and among photo-sharing sites. Photos shared on Instagram were less user-gender biased than other photo-sharing sites and depicted active recreation (e.g., trail use) more frequently than passive recreation (e.g., landscape viewing). Local users shared more photos depicting a benefit than non-local users. The spatial distribution of photograph locations varied between photos depicting and not depicting a benefit, and identified areas within AOCs from which few photographs were shared. As a source of beneficiary preference information, we think Instagram has some advantages over the other photo-sharing sites. When combined with other information, spatially-explicit relative valuation derived from aggregate social preference can be translated into information and knowledge useful for Great Lakes restoration decision making.