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 to social media platforms, including ways to identify, target, and mobilize distinct audiences. Here, we provide – to the best of our knowledge – the first systematic characterization of environmental personas on social media. Beginning with 1 million environmental nongovernmental organization (NGO) followers on Twitter, of which 500,000 users met data quality criteria, we identified six personas that differ in their expression of 21 environmental issues. General consistency in the proportional composition of personas was detected across 14 countries with sufficiently large samples. Within the US, although the six personas varied in their mean political ideology, we did not observe that the personas split along political party lines. Our results pave the way for environmental advocates – including..., Please see the main text of the article and Supplementary Information for more details on how the data were gathered and processed., These data may only be used for publically accessible research and may not be used for private, for-profit use. This replication code and dataset accompanies the manuscript linked at: https://doi.org/10.1002/fee.2510., ## Replication materials documentation for \"Twitter data reveal six distinct environmental personas\"

This replication code and dataset accompanies the manuscript linked at: https://doi.org/10.1002/fee.2510. I provide a description of the replication datasets below and include a `SHA256` checksum that you can use to ensure the integrity of the downloaded file (please execute `shasum -a 256 FILENAME` in the command line to verify, or use some other utility to find the SHA256 checksum for each file).

### Datasets

* `MeanViewpoints.tsv` contains the mean and standard error of the mean (SEM) for the issue viewpoints shown in Figure 1 for the six personas in a \"long data\" format
* Columns:
* variable: name of the environmental issue
* mean: persona-level mean viewpoint value for that issue
* SEM: standard error of the mean
* Persona: abbreviated name for the six personas (SMA: Smart alecks, GEN: Generalists, STE: Stewards, CLC: Climate concerned, TEC: Te...