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Using Social Media Strategies to Increase Environmental Awareness

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Raul Pacheco-Vega
Raul Pacheco-Vega

The document discusses using social media strategies to raise environmental awareness. It provides lessons learned from others' social media campaigns, including elements of an effective campaign. Case studies are presented on campaigns by DeSmogBlog, Earth Hour Canada, and others. The author also summarizes their own experience building an online presence through a personal blog and profiles on Flickr, Twitter and Facebook to showcase work and interests.

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Using Social Media Strategies to Increase Environmental Awareness Raul Pacheco-Vega, PhD MooseCamp/Northern Voice 2009 The University of British Columbia February 20 th , 2009 Vancouver, Canada
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why use social media when I have so much other stuff to do? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Elements of an awareness-raising social media campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target audience & demographics Issue selection & galvanization mechanism Platform selection & deployment Life-cycle & stabilization DeSmogBlog Mainstream media & PR folks Global warming Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Environment.ca Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions Twitter/blog & Facebook Very short term Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term RaulPacheco.org Academics & general public Wastewater, public policy Twitter/blog –Facebook/Flickr Long term
My own case ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
My research site
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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  • 1. Using Social Media Strategies to Increase Environmental Awareness Raul Pacheco-Vega, PhD MooseCamp/Northern Voice 2009 The University of British Columbia February 20 th , 2009 Vancouver, Canada
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  • 5. Target audience & demographics Issue selection & galvanization mechanism Platform selection & deployment Life-cycle & stabilization DeSmogBlog Mainstream media & PR folks Global warming Blogs Short-medium term Earth Hour Canada General public Energy conservation Twitter and Facebook Short-term Vote for Environment.ca Average Canadian voters (>18 yrs old) Environment as an outcome of political decisions Twitter/blog & Facebook Very short term Save the Great Bear Forest Average Canadian folk Biodiversity conservation Flickr/Facebook/Twitter Medium term RaulPacheco.org Academics & general public Wastewater, public policy Twitter/blog –Facebook/Flickr Long term
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