Mobilizing Facebook Users against Facebook's Energy Policy: The Case of Greenpeace Unfriend Coal Campaign

This research analyzes Greenpeace International Unfriend Coal protest campaign against Facebook's energy policy (2010–2011), as a case study in the organization's approach to campaigning on climate change issues. In the context of Greenpeace protest history and social movement research, we focus on the online mobilization tactics used by Greenpeace, and how they differed from previous campaign practices. The findings are based on a content analysis of all statuses posted on the campaign Facebook page (N = 119), and six semi-structured interviews with key Greenpeace personnel. The analysis reveals that Greenpeace used Facebook extensively both for disseminating information and context about the campaign, and as a platform for mobilizing and facilitating broad public engagement. Greenpeace seized the affordances of the Facebook platform and introduced new means of online mobilization and engagement. These e-tactics proved effective for engaging diverse transnational supporters in the campaign. The implications for environmental non-governmental organizations and the broader environmental movement are discussed.