PLEA Network

14 September 2015, UC3M, Analyzing the Keys to Environmental Mobilization through Social Networks. Recognizing an opportunity, defining a clear message and reacting; these are the three keys to the success of environmental campaigns on social networks, according to research by Universidad Carlos III de Madrid (UC3M) and INGENIO, a joint center of the Universidad Politécnica de Valencia and CSIC, which also received an international award for the best article about entrepreneurship. Nobody has the precise formula for the success of social media viral campaigns, but there are examples of how they work. By taking as a reference point a Facebook environmental mobilization strategy which had a great impact, the researchers have developed a theoretical framework to help understand some of the keys to success. They have focused specifically on the work of the photographer Chris Jordan and the social media consultant Manuel Maqueda who together, have launched a social movement against plastic pollution and have gained two million followers for their cause. This movement has managed to change regulations governing this issue in over fifty countries. To achieve this, and to demonstrate the negative impact of plastic on our society, they used shocking images of young birds, poisoned by ingesting pieces of plastic. Read More here