Anthropogenic stressors in the Indian Himalayan biodiversity hotspot over recent decades have taken a toll on otter populations. Low public awareness and a lack of routine monitoring data hamper conservation strategies. Social media has the potential to generate both positive and negative perceptions about otter species among target stakeholder groups. This approach can serve as a tool to generate vital conservation information and promote public knowledge and interest. This paper examines the role of social media as a tool to reinforce contemporary conservation initiatives, advocating its stronger utilisation for the potential protection of otter species in the Indian Himalayan biodiversity hotspot. The proposed approach is also maintained through a case study from the region.
