Social Listening Evaluation of the #BackClimateAction Tweetathon

Ipsos conducted a social listening evaluation of a "Tweetathon" promoted jointly by the Departments for Energy and Climate Change (DECC) and Business, Innovation and Skills (BIS) on 25^th November 2014.

Held in the run-up to the 20th U.N. Climate Change Conference in Lima, Peru on the 1^st - 12^th December 2014, the aim of the Tweetathon was to re-engage people with the need to take action to tackle climate change, using social media to move the discussion beyond scientific debate to the level of people's everyday lives. Ipsos captured Twitter traffic related to climate change and the Tweetathon over a two-week period from the 15^th to 28^th November 2015 to analyse how effective the Tweetathon had been in promoting online conversation on the topic.

The analysis found that the #BackClimateAction Tweetathon performed well against its objectives. The Tweetathon drove a notable increase in UK-based Twitter traffic related to climate change on the 25^th November and engaged a large number of new Twitter users with the topic. On a global scale the impact of the Tweetathon was less noticeable but related traffic still comprised a substantial minority of traffic.