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Earth Day 2012 had yet another year of phenomenal pick-up on social media. What stuck out this year for brands was the many, large and small, using it in positive ways to further brand awareness. American Airlines got more than 50 retweets on their corporate recycling program stats, and Telus, a Canadian Internet firm, made news offering $3 donations to plant trees in return for retweeting their message. Did Twitter help plant a forest?

In this week’s episode I look at how social media channels helped spread the message of Earth Day, and how brands and SME’s got into the mix, helping the cause and building relationships through a positive movement.


  • Mentions peaked on the Friday before the weekend
  • 10x positive sentiment vs. negative
  • #Earthday was close to 50% of the sharing

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