US-based and international environmental nongovernmental organizations use social media, but few have large audiences online

Abstract

Social media plays an outsized role in information dissemination, issue mobilization, and public influence. For environmental nongovernmental organizations (“eNGOs”), social media plays a critical role in fundraising and inspiring engaged audiences using rich media and punchy taglines. Yet, there is little to no accounting of whether and how eNGOs have adopted social media, limiting analyses of how eNGOs are leveraging social media to develop effective communication strategies and campaigns. We analyzed the social media presence of over 100 eNGOs. We evaluated which platforms are used by eNGOs and differences between them in terms of their visibility on social media. 88%–97% of the eNGOs in our sample use four out of the five leading social media platforms. There were marked differences across eNGOs and platforms in terms of public visibility, represented by the number of followers. eNGOs focusing on advocacy, aquatic environments, and species conservation had significantly larger numbers of followers. Our findings indicate that conservation can make more headway on newer, more visually-oriented platforms that also have stronger youth traction. We use our analyses to identify which eNGOs have much larger followings on social media than expected. These leaders can provide lessons on how eNGOs can enhance their social media impact.