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Twitter Launches New #ExtremeWeather Mini-Site to Help Maximize Climate Change Messaging

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As we look to the post-pandemic future, discussion around climate change is rising once again, with the IPCC recently warning that the impact of human-caused climate disruption is already irreversible, and that average temperatures will rise by more than 1.5 degrees over the next two decades, if we don’t work collaboratively to address it.

The expanded impacts of those shifts will cause massive disruption – not quickly, you won’t suddenly by plunged into ice age like conditions, nor faced with inhabitable heat straight away, as some skeptics seem to suggest. But climate change is happening, and as such, it’s important that we do all we can to both communicate the science behind climate rises, and maximize cooperation between nations to tackle this shift.

Which is where Twitter’s looking with its new #ExtremeWeather visualization project.

As explained by Twitter:

As extreme weather unfolds, people come to Twitter before, during, and after these events to talk about what’s happening. In fact, in a sample of English-language Tweets from 2013 to 2020, mentions of “climate change” grew an average of 50% over the 7 year period measured. This conversation has proven to be powerful and influential, as environmental activists use Twitter to raise awareness about the climate crisis, organize their communities, and connect with others passionate about protecting the planet.”

Twitter climate change research

Leaning into this use case, Twitter’s new ‘Exploring #ExtremeWeather’ mini-site provides a range of climate case studies and data insight, based on tweet trends,

The mini-site includes a range of interactive visualizations, created in partnership Brandwatch, NTT Data, and Sprout Social, as well as overviews that enable visitors to explore tweet discussion trends around key events, including the Australian bushfires, the Jakarta floods and the Texas freeze.

Twitter Texas Freeze data

As you can see in this example, the visualizations look at both how the broader conversation has evolved on Twitter, along with specific elements of interest and discussion, which could help to both provide more context into how trends grow, while also offering more scientific background as to the impacts of climate change.

These #ExtremeWeather visualizations illustrate how climate change transcends all borders and highlight the importance of global collective action. We believe the developer community can play a key role in shaping how we prepare and respond to these #ExtremeWeather events by using our API in innovative ways, like building tools and dashboards that help people understand what’s happening.” 

In addition to a general overview, Twitter has also included specific tweet insight for each trend, identifying key mentions that sparked increased discussion around each event.

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Twitter climate change research

Which is interesting when you also consider that Twitter has been identified as a key platform for climate change deniers and activists, who seek to use these same moments to bend the narrative in another direction, with bots, in particular, identified as a weapon of choice.

In the wake of the Australian bushfires, for example, researchers from Queensland University identified networks of Twitter bots that were using coordinated tweet pushes in order to play down the influence of climate change in the crisis, and instead amplify alternative, yet unfounded explanations relating to arson and government-imposed restrictions on controlled burns.

In 2019, Wired reported that bot profiles were still dominating political news streams, with bots contributing up to 60% of tweet activity around some events. And while Twitter is doing more to detect and remove bots, and address their impact in this respect, it is worth noting this additional element in Twitter’s broader push to showcase how its platform helps to connect people around crisis events.

Even so, this is an important initiative – and while it won’t become a mainstream, broad messaging tool to underline the impacts of climate change, it will help researchers develop more understanding of how to use tweet trends to explore key elements, particularly in relation to maximizing climate messaging, and encouraging action.

You can check out Twitter’s #ExtremeWeather mini-site here.

Socialmediatoday.com

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with the Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download here, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report here.

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