The role of social media in transitioning from Climate Concerns to Climate Action

Abstract

This paper examines the role of social media in transitioning from climate concerns to concrete 
actions and explores its potential benefits, challenges, and implications. Social media platforms 
provide a space for sharing climate-related information, personal experiences, and concerns, 
fostering a sense of interconnectedness among diverse stakeholders. The study adopted more of an 
integrative literature review in its methodology. The study found out that through the rapid 
dissemination of climate messages, social media enables the amplification of awareness, reaching 
a wide audience and engaging individuals who may not have otherwise been exposed to climate 
issues. By leveraging social media, climate activists, scientists, and organizations can educate the 
public on the urgency of climate action and promote sustainable behaviours among others. The 
spread of misinformation and the presence of climate change sceptics on these platforms can hinder 
efforts to mobilize public support. The abundance of information and the echo chamber effect, 
where users are exposed only to like-minded opinions, can also dilute the focus on specific climate 
issues and impede constructive dialogue. The study recommended that in maximizing the impact 

of social media for climate change awareness, several best practices like social media content 
should be tailored to the target audience, using language and visuals that resonate with different 
demographic groups. Influential individuals and organizations should be adopted as climate change 
advocates to significantly amplify the reach and impact of messages. Collaborative efforts between 
stakeholders, including scientists, policymakers, NGOs, and the private sector, can enhance the 
credibility and effectiveness of climate change communication on social media platforms. Bridging 
the gap between online activism and real-world efforts is crucial for harnessing the full potential of 
social media in driving climate action.