Tweeting in the ‘Expert Bubble’: Social Media Engagement of German Private Environmental Foundations

Abstract

This paper explores Twitter adoption and social media engagement of private German environmental foundations. The study follows Lovejoy and Saxton’s (2012) approach to the hierarchy of social media engagement. It demonstrates the domination of an information provision role on Twitter and the almost equal relevance of action mobilizations and community building posts. At the same time, the study supplements the existing typology with the additional dimension of communication partners addressed in each type of tweet. Finally, using data from interviews, the study interprets and explains the role of social media tweets and patterns of engagement with different groups. In-depth analysis of tweets and interviews with the foundation representatives confirmed a limited use of social media as a means for dialogue and community development. Simultaneously, analysis shows that tweets posted by foundations predominantly address a professional community of other civil society actors, experts and politicians, creating an online expert bubble. Interviews confirmed that such online connections mirror offline cooperation networks that are perceived to be more important for successful communication and project development by the investigated organizations.