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Social media data is increasingly used as a proxy for human activity in different environments, including protected areas, where collecting visitor information is often laborious and expensive, but important for management and marketing. Here, we compared data from Instagram, Twitter and Flickr, and assessed systematically how park popularity and temporal visitor counts derived from social media data perform against high-precision visitor statistics in 56 national parks in Finland and South Africa in 2014. We show that social media activity is highly associated with park popularity, and social media-based monthly visitation patterns match relatively well with the official visitor counts. However, there were considerable differences between platforms as Instagram clearly outperformed Twitter and Flickr. Furthermore, we show that social media data tend to perform better in more visited parks, and should always be used …