## 5 Discussion  
Conservation organizations wishing to leverage the communication tools discussed in this review can evaluate them based on their strengths and weaknesses. In terms of resources and effort required, an inherent tradeoff exists between the depth of in-person engagement and reach. In-person strategies have the benefit of allowing for two-way communication, which permits audience members to dialogue, ask questions, and feel like they are part of an experience rather than just receiving informational products [2]. In-person activities may take more effort and reach fewer people but can have a more lasting impact on the people they reach, and they are considered some of the best methods for reaching new audiences about scientific topics [63; 65]. Conversely, media-based, remote approaches can have a very large reach with a relatively small amount of effort. Digital tools such as social media allow opportunities for audience members to engage with the material, conservation organizations, and each other remotely [2], and in-person and media-based tools can be used to complement each other. For example, social media can be used to generate interest and awareness about in-person events. Communication tools may be more powerful when combined, and ultimately adopting a portfolio of different strategies in a coordinated manner is the best way to reach diverse audience segments [33; 88]. WOM was designed to build an informed constituency among government and civil society in Cambodia to advocate for and pursue sustainable development options. Specific goals of the project include: (1) increased understanding by the public and government in Cambodia about the value of ecosystem services provided by the Mekong River and its watershed and biodiversity; (2) improved public dialogues and forums for discussing sustainable development in the region, including participatory discussions about the factors helping and hindering conservation efforts; and (3) increased knowledge supported by research of the economic, socio-cultural, and environmental importance of the Mekong's natural resources and consequences of their degradation. Communication and outreach efforts have been fundamental to achieving these goals. The WOM project benefited from using multiple forms of media to highlight, develop, and amplify a direct personal connection between Cambodians and nature, as well as an understanding of the benefits people derive from nature. The project has made an effort to communicate the results of its interdisciplinary research efforts related to fisheries [22; 40; 41], deforestation [23], water quality [113], and evaluating ecosystem services in the context of hydropower development [15]. Distilling, translating, and communicating WOM research results for a Cambodian audience have helped develop the project's reputation as a trusted, credible source for information about the Mekong on social media. Providing up-to-date information and ensuring its accuracy are important for establishing this credibility, which is also reflected in the project's ability to engage key conservation stakeholders in the Cambodian government, such as the Fisheries Administration and other agencies of the Ministry of Agriculture, Forestry and Fisheries, as well as the Ministry of Environment. Building such partnerships among government and community stakeholders can help institutionalize and sustain conservation programs [5]. At the same time, highlighting personal stories of local people engaged in conservation, whether researchers studying wildlife in the field, or fishers who release endangered fishes that they happen to catch, can help inspire Cambodians and other audiences on an emotional level and build support for such conservation activities. The WOM project demonstrates how information about the Mekong River and its biodiversity can readily be adapted to a range of outreach tools. In particular, the project has tapped into the potential for the Mekong's many megafish species to serve as important ambassadors for freshwater conservation [36].