Climate Change Advocacy and Engagement on Social Media

This study examines how 21 leading environmental organizations framed climate change on Facebook and how these frames were associated with public engagement through reactions (e.g., likes), shares, and comments on the posts. We find that environmental nongovernmental organizations’ (NGOs) posts about climate change tend to emphasize the environmental impacts of climate change, political actions that are being taken by individuals and groups to address climate change, and political threats to climate progress. The results tentatively suggest that Facebook posts with an affective component—either positive or threat-based—are most likely to be associated with greater levels of engagement.