Analyzing Large-Scale Public Campaigns on Twitter

  • Julia ProskurniaEmail author
  • Ruslan Mavlyutov
  • Roman Prokofyev
  • Karl Aberer
  • Philippe Cudré-Mauroux
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10047)


Social media has become an important instrument for running various types of public campaigns and mobilizing people. Yet, the dynamics of public campaigns on social networking platforms still remain largely unexplored. In this paper, we present an in-depth analysis of over one hundred large-scale campaigns on social media platforms covering more than 6 years. In particular, we focus on campaigns related to climate change on Twitter, which promote online activism to encourage, educate, and motivate people to react to the various issues raised by climate change. We propose a generic framework to identify both the type of a given campaign as well as the various actions undertaken throughout its lifespan: official meetings, physical actions, calls for action, publications on climate related research, etc. We study whether the type of a campaign is correlated to the actions undertaken and how these actions influence the flow of the campaign. Leveraging more than one hundred different campaigns, we build a model capable of accurately predicting the presence of individual actions in tweets. Finally, we explore the influence of active users on the overall campaign flow.


Gini Coefficient Dynamic Time Warping Awareness Campaign Campaign Type Message Type 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



The authors would like to thank Alexandra Olteanu for suggestions and feedback. The work was supported by the Sinergia Grant (SNF 147609).


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Copyright information

© Springer International Publishing AG 2016

Authors and Affiliations

  • Julia Proskurnia
    • 1
    Email author
  • Ruslan Mavlyutov
    • 2
  • Roman Prokofyev
    • 2
  • Karl Aberer
    • 1
  • Philippe Cudré-Mauroux
    • 2
  1. 1.École Polytechnique Fédérale de LausanneLausanneSwitzerland
  2. 2.EXascale InfolabUniversity of FribourgFribourgSwitzerland

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