I read this and had the same reaction @EmmeH! I ended up getting the paper thru my local college database and though it answered some questions I had -- For example, I wondered how they evaluated what was categorized as analytics info vs. what was emotional langauge. Turns out, they used an automated text analysis computer program -- in other ways, it led to more questions. I think my ultimate takeaway is that the research is mainly tied to an analysis of Petfinder profiles specifically, and it does make sense that once someone is searching on an adoption database they've already made the choice to at the very least, research adoption, and therefore wants more analytical info to help them make their decision. The only social media that the study looked at was a collection of tweets from Petfinder, which I don't think is necessarily very representative of how many shelters/rescues use social, and is larger a text-based platform. I suspect that the more emotive, narrative-style is still super effective for social, where the audience is different and the goal is to get people who may have never considered adoption to engage with the idea. It was also super interesting to see that the study supported the idea that good photos are a key component, no matter what (which makes perfect sense to me!)
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