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Analysing engagement towards the 2014 Earth Hour Campaign in Twitter

Fernández, Miriam; Burel, Gregoire; Alani, Harith; Piccolo, Lara Schibelsky Godoy; Meili, Christoph and Hess, Raphael (2015). Analysing engagement towards the 2014 Earth Hour Campaign in Twitter. In: EnviroInfo &ICT4S 2015: Building the Knowledge Base for Environmental Action and Sustainability, 7-9 Sep 2015, Copenhagen, Denmark (Forthcoming).

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Earth Hour (EH) is a large-scale campaign launched by the World Wide Fund For Nature (WWF) every year to raise awareness about environmental issues. Although the EH campaign is active on social media, there is currently no systematic way of assessing its impact on public engagement and the topics they post about. In this paper we study engagement towards the 2014 EH campaign on Twitter. By analysing more than 35K tweets around the campaign we observed that longer posts, easier to read and with positive sentiment generated higher attention levels. Conversations were driven by the main themes of the campaign (super hero, the panda, etc.), but engagement towards these themes did not always translate in engagement towards environmental issues. Users decreased their engagement towards the topics of the campaign after it finished, but these topics still remained in their conversations one month later.

Item Type: Conference or Workshop Item
Copyright Holders: 2015 The Authors
Project Funding Details:
Funded Project NameProject IDFunding Body
A Decarbonisation Platform for Citizen Empowerment and Translating Collective Awareness into Behavioural Change (Q-13-011-HA)610829EU/4-Con Ltd
Keywords: Earth Hour; social media; engagement analysis
Academic Unit/School: Faculty of Science, Technology, Engineering and Mathematics (STEM) > Knowledge Media Institute (KMi)
Faculty of Science, Technology, Engineering and Mathematics (STEM)
Research Group: Centre for Research in Computing (CRC)
Related URLs:
Item ID: 43621
Depositing User: Lara Piccolo
Date Deposited: 08 Jul 2015 13:46
Last Modified: 07 Dec 2018 21:02
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