1234 | 163 | Sustainability as a Message on Social Media: A Case Study Of the World Economic Forum’s Twitter Account | Jiri Preis; David Klika
Sustainability, in the form of Sustainable Development Goals, and social media are two current topics, the combination of which can be a compelling means of change for a better, sustainable future. This paper analyzes the Twitter profile of the World Economic Forum, a global leader in promoting sustainability, over five years, from 2016 to 2020. The main focus of this work is to analyze the content and nature of the World Economic Forum’s contributions (tweets) focusing on topics of sustainability and Sustainable Development Goals._x000D_
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This work utilizes freely available and self-developed software and scripts to obtain, clean up and work with the original dataset. The resulting data was analyzed based on the frequent usage of certain keywords, phrases and abbreviations, and the results are presented in three categories – geographical focus, thematic focus, and most popular content. Final outputs show a list of countries and number of mentions in tweets, lists of the most popular hashtags and users mentioned by the World Economic Forum and lists of the most popular tweets based on possible user interactions. The results can indicate the trend, what topics and geographical locations related to sustainability are emphasized in the online world, how the audience perceives it, and how to popularize sustainability among the public._x000D_
Jiri Preis; David Klika
University of West Bohemia
ID Abstract: 163