ID please: Evaluating the utility of Facebook as a source of data for snake research and conservation

Social media has the potential to provide large amounts of biological data, especially for notoriously difficult groups of organisms to study in nature such as snakes. Here, we explored the utility of various Facebook communities to provide data for research on Colombian snakes. Specifically, we determined the richness, distribution, rarity, and popularity of snake species and compiled information on natural history observations and human-snake interactions. We also explored the spatial structure of posts using a geographically weighted regression model. Queries relating to species identifications made up 86.1% of Facebook posts. The portion of the snake community "sampled" by snake-related Facebook posts was not representative of the total richness of snake species in Colombia; however, these posts permitted a greater proportion of snake species to be sampled more rapidly compared with traditional snake sampling approaches. Facebook posts provided new distributional records for 9-21% of Colombian snake species. Rainfall, rural population, and internet availability were the strongest predictors of snake-related Facebook posts. Although the use of Facebook for compiling information on snakes is not free of bias, our findings demonstrate that Facebook communities provide a potentially powerful source of data that could aid studies of snake biology.