Capturing Tweets on Climate Change: What is the role of Twitter in Climate Change Communication?

Abstract:

Climate change is a major environmental issue that is often discussed throughout the world using social media outlets such as Twitter. This research followed and collected tweets about climate change as they related to two events: (i) the June 18, 2015 release of the Encyclical by Pope Francis which included content about climate change and (ii) the upcoming COP21 conference, a United Nations climate change conference, to be held on Dec. 7-8, 2015 in Paris. Using a Twitter account and Ncapture we were able to collect tens of thousands of climate change related tweets that were then loaded into a program called Nvivo which stored the tweets and associated publically available user information. We followed a few major hashtags such as COP21, UNFCCC, @climate, and the Pope. We examined twitter users, the information sources, locations, number of re-tweets, and frequency of tweets as well as the category of the tweet in regard to positive, negative, and neutral positions about climate. Frequency analysis of tweets over a 10 day period of the Encyclical event showed that ~200 tweets per day were made prior to the event, with ~1000 made on the day of the event, and ~100 per day following the event. For the COP21 event, activity ranged from 2000-3000 tweets per day. For the Encyclical event, an analysis of 1100 tweets on the day of release indicated that 47% of the tweets had a positive perspective about climate change, 50% were neutral, 1% negative, and 2% were unclear. For the COP21 event, an analysis of 342 tweets randomly sampled from 31,721 tweets, showed that 53% of the tweets had a positive perspective about climate change, 12% were neutral, 13% negative, and 22% were unclear. Differences in the frequency and perspectives of tweets were likely due to the nature of the events, one a long-term and recurring international event and the other a single international religious-oriented event. We tabulated the top 10 tweets about climate change as they relate to these two events and interpreted why these tweets may have persisted in the twitter space. From our observations, we provide some best practices in how to create climate messages that have high reach and longevity in order to assist climate change communicators in understanding the role Twitter plays in regard to climate change discourse and how to most efficiently utilize it.