Consumers unimpressed with green social media campaign

The Climate Reality Project app that accesses Facebook and Twitter accounts of volunteers to raise awareness of climate change, is criticised in a Sophos survey.

Only two per cent of respondents thought The Climate Reality Project’s use of social media was effective in its awareness campaign

Consumers have given a cool reception to a campaign that uses people’s social media accounts to raise awareness of climate change.The Climate Reality Project, led by former US Vice President Al Gore, wants people who have Facebook, Twitter or other social-networking accounts to install an app that will enable the project to post messages about climate change on users’ profies. The aim is to raise awareness of environmental issues.

But a survey by security company Sophos found that just two per cent of the 1,800 respondents thought this was an effective way to raise awareness of the campaign. A quarter said they thought friends would find it irritating, with a third adding that they would post something personally if they felt strongly about the subject.

Privacy was a worry for some, with 35 per cent of those who took part saying they would be uncomfortable giving any app access to their personal account.

Graham Cluley, senior technology consultant at Sophos, said the tactic was admirable but misguided.

“Surely the Climate Reality Project would do better to post content of interest, which would encourage Facebook and Twitter users to share tweets and links with their contacts, helping to build upon the campaign in a more authentic way.”

But a Green Party representative argued that people should be allowed to make up their own minds. “Participation in Al Gore’s ’24 Hours of Reality’ is voluntary… users can withdraw access to their Twitter and Facebook accounts at any time.

“It’s very important that people receive information that explains the risk of runaway climate change… ’24 Hours of Reality’ looks to be an innovative, one-off use of social media. More generally, if people take part in online events that are open and participatory, it’s likely that they’ll expect governments, both locally and nationally, to be the same way.”

Social media sites have been growing in influence, and are recognised as powerful tools for campaigners looking to raise awareness. Advertisers and politicians have also used Facebook and Twitter to communicate with the public.

Facebook and Twitter, along with Blackeberry’s BBM messaging system, were at the centre of controversy following this summer’s riots in England, with some politicians calling on the Government to bring in laws to suspend services during incidents of disorder.

Others argued that social media could be used for good as well as bad motives, citing the way people were able to avoid troublespots, as well as the campaign to get volunteers to help clear up damaged homes and businesses.

~ computeractive.co.uk/ ~