47-M Twitter views: Youth dominate climate change action #NowPH
MANILA, Philippines – Who are at the forefront of the clamor to combat climate change?
A number of influential millennials and the youth, it seems.
The National Youth Commission (NYC) and the Climate Change Commission (CCC) with the support of the Embassy of France, USAID, and Friedrich Naumann Foundation on Tuesday, October 6, introduced an initiative to raise awareness on climate change – the #NowPH campaign.
#NowPH stands for “Not on Our Watch," a youth-led campaign that aims to harness the collective power of the public in urgently calling on countries to act on climate change issues.
The campaign also seeks to gather a million pledges which will be submitted to French President Francois Hollande, who is presiding the 21st conference of the parties (COP21) of the UN Framework Convention on Climate Change (UNFCCC). (READ: #COP21 climate action: 1 million voices from PH to Paris)
Let’s take a look at the conversation, its leaders, and what netizens are saying about #NowPH and climate change.
To visualize the simultaneous community discussion online, we ran Reach, Rappler's social listening tool. The program monitors keywords and hashtags in real-time, identifying who the social media influencers are and their corresponding roles in the conversation.
Based on the data, the offline discussion, attended by not more than 300 individuals, quickly spread online, reaching almost 700 unique authors on Twitter. In a span of 3 hours, coinciding with the campaign launch between 3pm to 6pm, #NowPH racked up 47,684,128 impressions on Twitter.
On Twitter, "impressions" means "the times a user is served a Tweet in timeline or search results."
The discussion also introduced simple and concrete steps everyone can do to help fight climate change.
The hashtag also trended towards the end of the program, even overtaking other influential hashtags at the time like #AlDubTheDecision and #FelixManaloOpensTomorrow.
We were also able to identify Twitter users who engaged in the conversation under 3 categories: broadcasters, linkers, and niche.
The broadcasters are responsible for connecting the conversation to a wider audience, keeping the conversation alive. MovePH, NYC Pilipinas, and NowPH_org were the top broadcasters in the online conversation.
Staying true to their roles as “pillars of climate action,” actor Alden Richards of the #AlDub craze, TV personality SAM YG, weatherman Kim Atienza and athletes Alyssa Valdez and Kiefer Ravena emerged as the other key influencers in the online conversation.
In their top posts and mentioned tweets, they urged the public to take a decisive action against climate change.
Linkers and niche
The Linkers, identified by Reach as users who helped amplify the conversation to otherwise untapped communities, include Dingdong Dantes, Janine Gutierrez, the Climate Change Commission, CCC secretary Lucille Sering, and the French Embassy.
Zooming into the data visualization, we were also able to identify the niche communities, or users with a smaller but highly engaged audience.
Another notable user is Quincy John, one of those responsible for amplifying the message to the #AldubNation niche community.
The fun duo of Alden Richards and Maine Mendoza has a massive online community that consistently pushes #AlDub-themed hashtags to the top of Twitter trend charts.
The data visualization of the #NowPH discussion showed two things:
- How influential Filipino personalities effectively harnessed their popularity to promote fighting climate change as an advocacy
- How the youth and the general public positively responded to the advocacy pushed by these influential Filipino personalities.
#NowPH is a silver lining at a time when serious discussions like the fight against climate change seldom get the online spotlight they deserve.
The best thing about it is that the youth are leading the way.
Check out what they have to say during the discussion:
Well, I support this since I'm a nature-lover. Please advocate this for the sake of our Mother Earth. :) #NowPH— Arjay Legaspi (@RealRealArjay) October 6, 2015
Lets do it even in our own simple way! I am an advocate of saving mother earth 4 yrs ago...ACT NOW! #NowPH— Winie Alicante (@WinieAlicante) October 6, 2015