Strategies for climate change communication through social media: Objectives, approach, and interaction

Abstract

Social media are prominent channels to foster the social debate about climate change. This research explores the strategies that institutions supporting scientific consensus on climate change undertake in order to communicate through social media. We conducted 21 semi-structured interviews with community managers and communication directors of organizations of different characteristics in several countries. From the responses we have identified strategies that are based on communicators’ perceptions and experience. We identified strategies that: (a) orientate the communication objectives, (b) help to approach citizens in an effective way, and (c) create interaction with the users. This provides a repertoire of well-grounded strategies that can work as a guide that may help organizations to design their actions to communicate climate change through social media. We conclude that including higher levels of interaction in social media strategies remains a challenge that could lead to a more effective social debate on climate change.

Communication Marketing Capability Through Social Media to Improve Awareness of Climate Change Mediated by Green Knowledge Sharing (A Case Study of Indonesian and Japanese Students)

“…Knowledge contributing, communication via social media contributes knowledge to others, 3. Social interaction communication via social media facilitates social interaction with fellow human beings in all corners of the world through various media on the Internet, for example, tube, Twitter, Instagram, and Facebook [18,20,21]. Here based on various previous research findings, the hypothesis can be formulated as follows: H2: Social media marketing communication capability has a significant and positive impact on green knowledge sharing…”

“…Consequently, social media can consistently be used to increase community involvement in action to make a real contribution to prevention. [20] convey that indicators of the success of social media communication marketing are as follows: 1. Desirability, namely providing information that is used as material for increasing knowledge and discussion, 2-enabling context, namely factors that facilitate access in the form of social media to the public, 3.…”

The Images of Climate Change over the Last 20 Years: What Has Changed in the Portuguese Press?

“…The media has assumed a leading role in the social construction of the environment as a public, political, and global issue, frequently serving not only as a space for raising awareness but also as a social space where significant human mobilizations occur. Numerous studies on climate change aim to support the significance and function of the media in this context (Boykoff 2019;Carvalho 2005;León et al 2021;Lester 2022;Painter and Ashe 2012;Schäfer and Schlichting 2014;Schmidt et al 2013;Tandoc et al 2018, among many others). People rely on media representations to help them understand and give meaning to the complexity of climate science, governance, and policy-making (Moser and Dilling 2007).…”