Climate Activists Take to Social Media but Who are They Reaching? And why it matters.

Jill Hopke @jillhopke

Dimensions of Communica6on January 28, 2016

Climate Ac+vists Take to Social Media but Who are They Reaching?

And why it maCers.

NASA [NASA]. (2016, Jan. 20). Earth's 2015 surface temps were the warmest since modern record keeping began in 1880: go.nasa.gov/1RzSOXZ [Tweet]. Retrieved from hWps://twiWer.com/NASA/status/689835507916902401

Amstutz, B. (2015, Jun. 4). California drought 2015: Way below TuWletown Campground at New Melones Lake, California [Photograph]. Retrieved from hWps://www.flickr.com/photos/infinitewilderness/18664039735/in/photostream/

Unsplash. (2015, Feb. 8). [Person walking pipeline] [Photograph]. Retrieved from hWps://pixabay.com/en/person-‐walking-‐pipeline-‐tube-‐steel-‐731319/

McKibben, B. (2012, July 19). Global warming's terrifying new math. Rolling Stone. Retrieved from hWp://www.rollingstone.com/poli+cs/news/global-‐warmings-‐terrifying-‐new-‐math-‐20120719

The Guardian. (n.d.). Keep it in the ground campaign. Retrieved from hWp://www.theguardian.com/environment/series/keep-‐it-‐in-‐the-‐ground

1Heart1Tree [1Heart1Tree]. (2015, Dec. 12). THANK YOU again #Paris for this first edi+on of #1heart1tree!! 💚 #COP21 #ClimateChange #Cop21Paris #LoveEarth RT [Tweet]. Retrieved from hWps://twiWer.com/1Heart1Tree/status/675650178330853382

United Na+ons [UN]. (2015, Nov. 29). Ban Ki-‐moon donated his shoes to stand in solidarity w/ people of Paris unable to join a #climatemarch today. #COP21 [Tweet]. Retrieved from hWps://twiWer.com/un/status/670914109169410048

Climate ac6vists are taking to social media but who are they reaching?

COP21 overall post volume, Nov. 21 to Dec. 21, 2015

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Share of voice comparison, Nov. 21 to Dec. 21, 2015

COP21 social conversa+on clusters

COP21 top 10 hashtags

Most retweeted COP21 TwiWer post

Climate Activists Take to Social Media but Who are They Reaching? And why it matters.

Environment

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