Research and analysis

Social listening evaluation of the #BackClimateAction Tweetathon

An evaluation report of social listening undertaken by Ipsos Mori on the #BackClimateChange tweetathon that took place in November 2014.

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In advance of the Conference of the Parties to the United Nations Framework Convention on Climate Change (1-12 December 2014), the Department of Energy and Climate Change (DECC) conducted a piece of social media activity with partners to raise awareness of and engage the public in the need to take action to tackle climate change. The social media campaign had two main stages: i) a 10 day countdown
ii) a twitter relay or ‘Tweetathon’ on 25th November 2015.

The aims of the campaign were to:

  1. Re-engage the public with climate change and to highlight the importance of the UK coming together to take action.
  2. Make climate change relevant to people’s day-to-day lives, moving away from detailed scientific explanations and abstract concepts.
  3. Demonstrate that action is underway in the UK and across the globe.

Ipsos MORI were commissioned by DECC and BIS to measure the activity and evaluate the impact of the Tweetathon campaign. Ipsos MORI used two social media analytical platforms to conduct the evaluation: Crimson Hexagon and Method51. Two search queries were conducted in parallel over the period 15th -28th November: the first to collect data that was specific to the #BackClimateAction campaign ; the second to collect conversations about climate change more broadly.