Three Dimensions of Social Media Messaging Success by Environmental NGOs. Issue 3 (3rd April 2019)

• Record Type: Journal Article
• Authors: Comfort, Suzannah Evans; Hester, Joe Bob
• Is Part Of: Environmental communication. Volume 13:Issue 3(2019)
• Page Start: 281
• Page End: 286
• Publication Date: 2019-04-03
• Subjects: Social media -- NGOs -- content analysis -- message control -- environmental communication; Communication in the environmental sciences -- Periodicals; 333.7
• DOI: 10.1080/17524032.2019.1579746
• Languages: English
• ISSNs: 1752-4032

Abstract

ABSTRACT: Studies show that NGOs persist in using social media to impart unidirectional messages rather than taking advantage of the participatory nature of networked media. Fear of a loss of message control may be at the heart of NGOs' desire to keep social media messages on track. The current study examines the success of an environmental NGO in keeping its social media messages under control using quantitative content analysis of an NGO-promoted hashtag, #climatemarch, during a United Nations conference on climate change in 2015. Three dimensions of social media message success – volume, topic/valence, and participants – are proposed.