By: Brittany Helliar, Rachel Ratke and Brinley Corbin

Social Media Analysis

ADPR 5750: Social Media Analytics-Fall 2019

Table of Contents

• Overview of Organization
• Actionable Insights
• Data
• Owned Data
• Earned Data
• Network Analysis
• Recommendations

Overview of Greenpeace

Their Mission

Goals for Analysis

• Greenpeace is an international organization that focuses on climate-related issues. They advocate their beliefs through their network of volunteers.

• Where do Greenpeace supporters live? What is the most engaging content for these people to make them want to become volunteers?
• What types of content get the most engagement?
• Who is Greenpeace’s audience on social media?

Business Problem Statement

Problem: Greenpeace is an international organization and has to cater to many different cultures and is dependent on volunteers for support.

Solution: Use insights to curate their other social media pages to the country they are targeting on social media.

Widen audience by incorporating information about new locations where there is a large interest in climate-related issues.

Data Sets

Time Period: August 26, 2019 - September 25, 2019 (for owned data)

July 1, 2019 - September 25, 2019 (for earned data)

Sent Post List: 247 posts

Organization Earned Posts: 138,541 posts

Posts on Topic of Climate Change: 6,141,609 posts

Platforms Used:

Actionable Insights

• Owned Data
• Posts focused on world news have the most engagement. Especially those on natural disasters and protests.
• Cities with the most engagement were New York, London, Houston, Jakarta, and Auckland.
• Earned Data
• On Twitter, their audience in New York engages more with posts about political leaders.
• Posts discussing Greta Thunberg and the Amazon Rainforest are the most engaged with.

Owned Data

Owned Data

Number of Coded Tweets: 247

Owned Data

Owned Data

Earned Data

Earned Data: Organization

Earned Data: Topic

Tumblr Post with Top Notes, Likes and Reblogs

Twitter Post with Top Retweets

Network Analysis

Recommendations

• Use Twitter as their main platform and focus posts on world news and current events.
• Post videos showing events promoting climate activism.
• New York is one of largest locations for supporters and they tend to talk about politics in relation to climate issues. Greenpeace should post about political figures and their perspectives to target this demographic.
• Anxiety and sadness are the main emotions when talking about climate issues. Greenpeace should capitalize on this and turn anxiety into activism for solving climate issues.

Thank you for listening!