Twitter data reveal six distinct environmental personas

Effective digital environmental communication is integral to galvanizing public support for conservation in the age of social media. Environmental advocates require messaging strategies suited media platforms, including ways identify, target, and mobilize distinct audiences. Here, we provide – best our knowledge first systematic characterization personas on Beginning with 1 million nongovernmental organization (NGO) followers Twitter, which 500,000 users met data quality criteria, identified six that differ their expression 21 issues. General consistency proportional composition was detected across 14 countries sufficiently large samples. Within US, although varied mean political ideology, did not observe split along party lines. Our results pave way NGOs, agencies, researchers use audience segmentation methods like discussed here target tailor messages constituencies at high speed scale.