study: the sustainable mobility community on twitter

7/30/2019 Study: The sustainable mobility community on Twitter

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Study:'the'sustainable'mobility'

community'on'Twitter'!

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To!learn!more!about!the!sustainable!mobility!community!on!social!networks,!

our! team! at! Sustainable6mobility.org! decided! to!undertake!a! qualitative! and!

quantitative!study!on!Twitter.!Here!are!the!main!conclusions!of!this!research.!

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WHICH!ACCOUNTS!ARE!TWEETING!ABOUT!SUSTAINABLE!

MOBILITY?!

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A'predominantly'Englishspeaking'community'

The! sustainable!mobility! community! on! Twitter! is! predominantly! English6speaking! today:!

among! the! 100! most! important! accounts! covering! the! latest! news! about! responsible! means! of!transportation,!1%!are!English6speaking!accounts;!almost!half!of!these!are!American!(28!accounts),!

followed! by! British! accounts! (8)! and! European! accounts! (7).! Only! 39%! are! therefore! French6

speaking! accounts! (30! French! accounts,! ! French6speaking! Canadian,! 2! Belgian! and! 1! French6

speaking!account!of!international!significance). '

51%'of'the'accounts'have'over'1,000'followers !and!2!of!them!can!even!count!over!10,000!followers:!

@mixturecars! and! @AutoblogGreen,! 2! international! accounts! from! websites! covering! the! latest!

news!from!the!electric!and!hybrid!automotive!industry;!12%!have!over!5,000!followers.!

Just!like!the!overall!sustainable!mobility!community!on!Twitter,!the!10!largest!accounts!are!English6speaking!(!US,!2!international!or!global!and!2!Canadian!accounts).!


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Accounts' from' different' origins' and' a' predominance' of' blogs' and'

information'websites'dedicated'to'ecomobility'

45%' of' accounts' are' held' by' blogs' or' information' websites' dedicated' to' ecomobility'

(alternative!transport,!green!energy,!etc.)!and!to!electric!vehicles;!this!is!the!case!for!7!out!of!the!10!largest!accounts,!including!Mixture!Hybrid!Cars! (@mixturecars),!AutoblogGreen!(@AutoblogGreen)!

and! Green! Car! Reports! (@GreenCarReports! 6! US),! which! deal! with! electric! and! hybrid! cars.!

Moreover,!27!of!them!!or!0%!of!these!accounts!!are!exclusively!dedicated!to!electric!and!hybrid!

cars.!!

Others,! such! as! JustMobility! (@JustMobility)! or! GreenCar! GreenHouse! (@GreenLife_fr)! adopt! a!

more! comprehensive! approach! and! tweet! about! sustainable! mobility! ! all! types! of! transport!

included!(electric!bicycles,!buses,!planes,!etc.).!

Among! these! accounts,! there! are! also! 2! free! monitoring! services! sites,! @VoiturehybrideA!! and!

@VoitureElecActu,! and! a! Canadian! government! information! website! (@VE_Quebec),! which! is!

dedicated!to!the!measures!put!in!place!by!the!Quebec!action!plan!for!the!promotion!of!electric!cars.!

22%'of'accounts'belong'to'ecomobility'professionals!such!as!suppliers!of!electric!materials!(eVgo!

Network!6!@evgonetwork,!a!private!electric!charging!network;!G2mobility!6! @g2mobility,!which!sells!

charging! infrastructures,! etc.),! companies! providing! services! such! as! car! pooling! (autolib! 6!

@autolibfr;!Covoiturage.fr!6!@covoiturage)!or!car!sharing!(Cityzencar!6!@CityzenCar,!a!peer6to6peer!

car!rental!service).!There!are!also!consultancies!specialised!in!sustainable!transport!solutions!(IDTP!6!

@ITDP_HQ,!the!Institute!for!Transportation!and!Development!Policy,!offering!advice!on!sustainable!

transport!solutions;!Mobiligo!6@Mobiligo,!which!advises!employers!and! institutions!on!facilitating!

the!use!of!green!transport).!

16%' of' accounts' are' maintained' by' individuals:' these! may! be! journalists! specialising! in!

environmental!issues!and!green!cars!such!as!Jim!Motavalli!(@jmotavalli),!and!editors!of!information!

websites! dedicated! to! green! cars! such! as! John! Voelcker! (@johnvoelcker),! editor! of!

Greencarreports.com,! one! of! the! sites! that! is! most! followed! by! the! whole! sustainable! mobility!

community!on!Twitter.!There!are!also!bloggers!who!are!experts!on!electric!cars!(Martin!Thomsen!6!

@easyecar)!or!specialists!on!the!topic!of!responsible!mobility!(Julien!de!Labaca!6! @Juliendelabaca)!

who! link! to! their! accounts! the! articles! they! publish.! Finally,! there! are! sustainable! mobility!

professionals! such! as! Erik! Weber! 6! @vebah!or! Gabriel! Plassat! 6! @TdF__ademe.! (cf.! screenshots!

below).!


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Examples)of)Tweets)from)Gabriel)Plassat) (@TdF_ademe,)Engineer)in)Energy)Futures)at)ADEME)(the)French)Environment)

and)Energy)Management)Agency)and)author)of)the) Les)transports)du)futur)(The)transport)of)the)future)blog)

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13%'of'accounts'are'held'by'NGOs'or'international'networks:!TransAlt,!an!organisation!based!in!

New! York! which! promotes! walking,! cycling! and! public! transport! (@transalt),! Plug! In! America!

(@pluginamerica),!or!even!Avere6France!(@AvereFrance),!an!organisation!dedicated!to!responsible!

mobility!which!assists!local!authorities!and!businesses!in!the!rollout!of!electric!vehicles.!

Finally,! there!are! 2!accounts! from!WebTV!dedicated! to!sustainable!mobility! (@ecomobilitytv!!and!

@ecomobilite),!the!account!of!a!Canadian!radio!station!which!tweets!about!its!daily!show!that!is!

devoted! to! alternative! travel! (@CIBLdeplacement),! and! 1! marque! account,! that! of! Renault,!

@RenaultZE,!dedicated!to!the!automotive!manufacturers!electric!range!and,!with!,15!followers,!

the!most!followed!French!account!in!this!classification.!

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QUELLE!EST!LEUR!ACTIVIT!SUR!TWITTER!?!

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54%'of'accounts'produce'the'content'they'publish'on'Twitter:!amongst!them,!29!publish!

only!their!own!content,!whereas!25!publish!both!their!own!content!as!well!as!content!issued!by!

third6party!sources.!!

This! means! that,! out! of! 100! accounts,! almost! a! third! use! their! Twitter! account! as! a! means! of!

broadcasting!articles!published!on!their!website!or!blog.!This!is!the!case!for!7!out!of!the!10!most!

important! accounts! in! the! community! (@mixturecars;! @AutoblogGreen;! @GreenCarReports;!

@Michael_GR;!@onlineEV;!@CFConnection;!@mixturecar);!it!is!also!the!case!for!many!others,!which!

are!less!important!than!those!of!the!information!websites!dedicated!to!green!cars! @charging_point,!

@nextgreencar!and!@voiturelec,!the!account!of!avem.fr,!whose!articles!are!widely!followed!by!the!

sustainable! mobility! community,! or! even! the! European! NGO! Transport! &! Environment! (T&E,!

@transenv)! which! campaigns! for! greener! public! policies! in! the! transport! sector.! Overall,! the!

accounts! exclusively! publishing! their! own! content! are! predominantly! accounts! held! by! blogs! or!

information!websites.!

46%' of' accounts' perform' promotion' type' activities' and! publish! articles,! studies,! or! videos!

originating! from! third6party! websites.! The! main! source! sites! include! both! mainstream! media!

websites! (Le! Monde.fr,! The! Guardian.co.uk,! Lapresse.ca,! etc.)! or!websites! and! blogs! devoted! to!

sustainable!development!(treehugger.com;!ledevdurable.com;!smartplanet.fr).'However,!their!main!

content! providers! are! information! websites! dedicated! to! electric! and! hybrid! vehicles,! such! as!

greencarreports.com,!greencarcongress.com,!avem.fr,!or!even!ev.com.!!

These!promotion!accounts!also!use!Twitter!to!link!to!information!that!concerns!them:!this!is!notably!

what!the!following!do:! @transalt!,!@!autolib!,!@Communauto,!@CIBLdeplacement!,!@carpooling!,!

tweeting!to!promote!their!services!or!to!encourage!client!interaction.!(cf.!screenshots!below).!

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An)example)of)an)exchange)of)the)info)service)type)from)@Communauto,)the)oldest)carKsharing)service)

in)North)America,)established)in)Quebec,)Montreal,)Gatineau)and)Sherbrooke.)


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Or!they!even!use!it!to!announce!certain!events!or!promotional!campaigns,!or!to!use!their!account!as!

a!diary!for!current!events!related!to!eco6mobility!(the!anniversary!of!the!Vlib!service,!the!Annual!

Lyon!Bike!Show,!forums!about!urban!transport,!etc.),!as!the!following!examples!show:!

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))))))Examples)of)tweets)from)@altermove,)an)ecoKmobility)services)provider)based)in)Lille, )

which)uses)the)network)to)relay)events)and)shows)linked)to)sustainable)mobility.)

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!!Examples)of)events)tweets)from)Montreals)alternative)travel)bulletins) (@CIBLdeplacement)))

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Examples)of)events)tweets)from)@atv_qc)

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WHO!ENGAGES!IN!DISCUSSION!IN!THE!SUSTAINABLE!

MOBILITY!COMMUNITY?!

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Half!of!the!accounts!are!happy!enough! to!post!without! interacting!with! their!followers!or!

with!other!members!of!the!community.!Among!the!10!largest!accounts,! @AutoblogGreen!is!the!only!

account!that!we!could!genuinely!qualify!as!conversational.!

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Examples)of)conversations)from)@AutoblogGreen,)one)of)the)communitys)largest)accounts)


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After!@AutoblogGreen,!@RenaultZE,!in!11th!place!on!the!podium,!also!has!many!conversations!with!

the!members!of! their! community.!This!account! is!used!by!Renault! to! inform! their! clients!and!to!

promote!the!models!in!their!electric!range.!

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An)example)of)a)conversation)engaged)by)@RenaultZE)with)one)of)their)followers)

on)the)subject)of)the)manufacturers)4th)electric)car,)the)Renault)ZOE,)launched)in)autumn)2012)

The!most!conversational!accounts!are!the!English6speaking!individual!accounts:! @johnvoelcker!(US);!

@otmezger!(Germany);!@vebah!(US).!

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An)example)of)conversations)from)Erik)Weber)(@vebah,)

an)American)sustainable)mobility)professional)specialising)in)urban)transport)issues)

Other! accounts! are! a! little! less! conversational! but! interact! nonetheless! with! the! rest! of! the!

community:! @atv_qc! (Canada)!;!@charging_point! (UK);!@nextgreencar!(UK);!@evgonetwork!(US);!

@lievreoutortue!(Fr);!@OlivierRazemon!(Fr);!@AeroVironmentEV;!@MobiliTDurable!(Fr).!


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))))))An)example)of)a)conversation)from)@nextgreencar)with)one)of)their)followers)

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An)example)of)an)exchange)of)information)and)opinion)between)@atv_qc)and)their)followers)


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HOW!DO!THEY!EXPRESS!THEMSELVES?!

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Its! individuals! accounts! (@OlivierRazemon;! @vebah;! @CarSharing_US;! @juliendelabaca;!

@TdF_ademe,!etc.)!which!appear!among!the!most!personal!publications,!whether! these!users!are!

giving!their!opinions!and!commenting!on!the!latest!news!that!they!broadcast!when!its!a!matter!of!

promotion!accounts,!or!whether!they!are!broadcasting!articles!from!their!own!sites,!like!Philippe!

Brendel!(@carfutur),!who!publishes!!opinion!posts!on!his!site:!commentary!on!current!events!and!

policies! in! terms! of! sustainable! transport! (EVs! and! hybrids,! the! consequences! of! the!

Montebourg!plan),! reflections! on! the! French! automotive! industry! (What! role! for! the! French!

automotive!industry?),!etc.!

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))))An)example)of)an)opinion)tweet)from)Erik)Weber)(@vebah)

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) A)comment)from)Julien)de)Labaca)@juliendelabaca)about)the)radio)show)

New)engines:)techniques)to)reduce)consumption)broadcast)(in)French)on)the)France)Info)website)

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))))))))))))))A)tweet)from)Gabriel)Plassat)@TdF_ademe)about)an)article)published)by)the)Les)Echos)newspaper)(in)French,)

entitled)Regional)efforts)to)promote)car)pooling)bear)fruit)

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As!for!NGO!accounts,!these!adopt!a!more!militant!approach.!For!example,!this!is! the!case!for!the!

Transport! &! Environment! (@transenv)! account! ! its! an! association! that! campaigns! for! greener!

transport!policies!in!Europe!!which!uses!Twitter!to!distribute!activist!articles!in! favour!of!a!more!

environmentally!friendly!approach!to!transport!in!Europe.!


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An)example)of)a)tweet)from)@transenv)linking)to)an)article)from)the)site)

This!is!also!the!case!for!the!New!York!association!TransAlt!(@transalt),!which!campaigns!to!promote!

walking,!cycling!and!public!transport!in!the!city.!

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))))))))))))An)example)of)a)tweet)from)@transalt)picking)up)an)article)from)Forbes)entitled)

Yes,)NYPD)is)negligent)in)its)handling)of)pedestrian)collisions)

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An)example)of)a)tweet)from)@transalt)committing)to)signing)a)petition)

Accounts!that!use!a!more!radical!and!vehement!tone!are!extremely!rare!(@carfree,!which!takes!an!

openly! anti6car! approach).! In! reality,! NGOs! generally! focus! more! on! encouraging! responsible!

practices!than!on!denunciation,!relay!initiatives!in!favour!of!eco6mobility!and!comment!on!related!

government! plans! (for! example,! Arnaud! Montebourgs! recent! support! plan! for! the! automotive!

sector).!!

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@AvereFrance)talking)about)governmental)measures)in)terms)of)sustainable)mobility)

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As!almost!half!of!accounts!are!linked!to!blogs!or!websites,!with!the!majority!of!cases!tweeting!the!

title!of!the!linked!article!without!comment,!most!accounts!consequently!use!a!relatively!neutral,!yet!

informative,! tone! in! their! publications.! Few! opinions! are! put! forward,! just! very! brief! comments!

(good!news,! great,! etc.).! Sector! innovations! and! statistics! as!well! as! information! about! new!

models! of! hybrid! vehicles! are! also! at! the! heart! of! the! subjects! covered! by! the! accounts! of!

professionals! such! as! manufacturers! of! batteries! and! of! electric! car! recharging! networks!

(@AeroVironmentEV,!@evgonetwork),!which!ultimately!use!language!that!is!just!as!simple!as!!other!

accounts.!

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HOW!OFTEN!DO!THEY!TWEET?!

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The'sustainable'mobility'community'is'relatively'active'since'60%'of'accounts'tweet'daily'

or'almost'daily.!(an!absolute!maximum!of!4!to!5!days!sometimes!separate!2!tweets).!In!general,!an!

average!maximum!5!days!separate!2!tweets.!14%!of!accounts!tweet!up!to!10!times!a!day;!this!is!the!

case! for! ! of! the! largest! accounts:! @mixturecars! (International);! @GreenCarReports!! (US);!

@cleancartalk! (US);! @mixturecar! (US);! @SmartVehicle(US);! @ElectricCarNews! (US).! Certain!

accounts,!such!as!@g2mobility!(France6Switzerland),!tweet!absolutely!every!day.!Others!(9!accounts)!

are! more! irregular! and! tweet! in! a! more! anarchic! manner;! among! these! are! @eVehicle! (UK),!

@autolibfr!(Fr),!@atv_qc!(Canada),!which!can!be!inactive!for!two!weeks!and!then!post!!tweets!in!a!

single!day,!@VE_Quebec!(Canada)!or!even!@AutoGreenDig!(US),!which!!only!publishes!between!1!and!5!tweets!a!month.!

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WHAT!DO!THEY!TALK!ABOUT?!

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They!talk,!of! course,!about! sustainable! transport,! clean! energy,! responsible!practices,! car!sharing,!car!pooling,!urban!traffic,!ecology,!green!vehicles,!electric!bicycles,!sustainable!development!

and!reducing!emissions.!But!among!all!of!these!topics!related!to!eco6mobility,!the!electric!and!hybrid!

car!is!very!much!the!central!concern,!as!42%'of'accounts'deal'exclusively'with'electric'and'hybrid'

cars:!they!tweet!the!latest!news!about!green!cars,!publish!reviews!of!many!models!(Tesla!Model!S,!

Ford!C6MAX!Energi,! Nissan!Leaf,!Prius! Plug6in,! ZOE,! etc.),!provide! advice! for! consumers,! interpret!

market!trends!and!tackle!issues!of!ecology,!emissions!reduction,!biofuels!or!even!climate!change.!


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The)big)subjects)of)discussion)in)the)sustainable)mobility)community)on)Twitter)

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This!trend!is!clearly!apparent!when!we!look!at!the!most!frequently!used!hash!tags:!!

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The)hash)tags)that)are)most)frequently)used)by)the)100)largest)accounts)in)the)sustainable)mobility)community)on)Twitter)

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Among!the!first!10!accounts,!only!@Michael_GR! (Canada),!who!nonetheless! deals! predominantly!

with! electric! cars,! publishes! information! that! is! genuinely! more! diverse! in! terms! of! means! of!

transport!(trains,!bikes,!planes,!etc.).!

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Examples)of)tweets)from)@Michael_GR)dedicated)to)bikes)and)pedestrians)

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Examples)of)tweets)from)@Michael_GR)dedicated)to)the)electric)car)

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All!the!same,!certain!accounts!do,!of!course,!deal!with!sustainable!mobility!in!a!broader!sense:!many!

accounts!such!as!@embarqNetwork,!@GreenCarCongres!or!even!@Green_Mobility!take!a!broader!

approach! to!questions! of! responsible!urban!mobility! solutions! and!sustainable! transport!policies.!

@TransportToday,! @ecomobilite! (the!webtv! account! published! by! Alternative! channel),! or! even!

@atv_qc!deal!with!all!kinds!of!means!of!sustainable!transport!6!cars,!buses,!bicycles,!tramways,!etc.!

And!lets!not!forget!@carfreefrance,!the! Twitter!account!of! Carfree.fr,!a! network! campaigning! for!

alternatives!to!the!automotive!system,!which!federates!all!the!French!anti6car!websites!and!offers!a!

resource! centre! dedicated! to! responsible!mobility.! Finally,! and! as! already! mentioned! above,! we!

should!emphasise!that!there!are!only!rare!accounts!that!genuinely!editorialise!their!publications!and!

personalise! their! tweets;! these! either! employ! an! interrogative! tone! (@GoElectricDrive)! thus!

stimulating! conversation,! or! give! opinions! about! the! current! events! they! are! broadcasting! or!

relaying.! Among! them! are! @CarSharing_US,! @OlivierRazemon,! @Mobiligo,! @evgonetwork,!

@nextgreencar,!@atv_qc!and!@lievreoutortue!(cf.!screenshots!below)!

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))Examples)of)tweets)written)in)an)interrogative)style)from)@GoElectricDrive)

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))))))Examples)of)written)or)commented)posts)from)@lievreoutortue)


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Examples)of)tweets)from)@ecomobilitytv)which)often)rewords)the)titles)of)the)linked)articles)

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Examples)of)tweets)from)@evgonetwork)which)editorialises)and)comments)on)its)publications)

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Methodology'of'the'study'!

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The!object!of!this!study!was!to!determine!the!100!most!influential!accounts!in!

the!sustainable!mobility!community!on!Twitter,!to!analyse!how!this!community!

is!structured!and!to!identify!the!ways!in!which!it!uses!this!social!network.!As!

with!any!study!consisting!of!the!development!of!a!classification!and!based!on!

quantitative! and!qualitative! criteria,! this! work! required!methodological! bias,!

just!as!stopping!the!study!at!100!accounts!demanded!choices!to!be!made.!

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METHODOLOGICAL!BIAS!

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Defining'a'large'Twitter'account'on'the'topic'of'sustainable'mobility''

The!question! of! influence,!and!of! the! indicators! that!measure! it,! is! a! central! concern! for!

those!working!in!social!media.!The!influence!of!an!account!within!the!community!to!which!it!belongs!

may!be!defined!!at!a!minimum!!from!a!simple!indicator,!which!is!the!audience!of!the!account.!As!a!

starting!point!for!such!a!study,!it!is!vital!to!determine!the!minimum!number!of!followers!that!an!

account!must!have!in!order!to!become!subject!to!analysis.!

The!importance!of!an!account!within!its!community!depends!very!precisely!on!the!outlines!of!this!

community.!In!other!words,!if!the!threshold!of!x!followers!suffices!to!qualify!an!account!as!influential!

in! a! niche! community,! then! a! minimum! of! y! followers! will! be! required! in! a! more! extensive!

community.!In!this!case,!our!work!to!identify!accounts!linked!to!sustainable!transport!led!us!to!fix!

this!level!at!250!followers!6!the!threshold!under!which!accounts!were!not!taken!into!account.!

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Remaining'within'the'strict'outlines'of'the'sustainable'mobility'topic'

As!the!exercise!consisted!of!identifying!and!analysing!accounts!connected!to!the!topic!of!

sustainable!transport!(including!all!kinds!of!transport),!those!accounts!that!were!not!exclusively!or!

predominantly!dedicated!to!sustainable!mobility,!strictly!speaking,!had!to!be!excluded!from!our!field!

of!investigation.!This!concerned:!


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6 Ecologist'accounts' dealing!with!questions!of!sustainable!development!in!a!broader!sense!and!only! occasionally! focusing! on! issues! of!mobility.! This! is! the! case! for! the! very! large! account!

@ecomagination! (100,000! followers)! propelled! by!General! Electric!which! tweets! about! clean!

technology! and! sustainable! infrastructure,! from! time! to! time! dealing!with! subjects! linked! to!

sustainable!mobility!without!making!it!the!central!issue!;!

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6 Accounts' dedicated' to' responsible' tourism) such! as! that! of ) Tourisme! Autrement!(@tourismedurable),! Voyageons! autrement! (@VA_Ecotourisme)! or! even! Babel! Voyages!

(@Babelvoyages),! which! deal! with! alternative! and! solidarity! tourism! and! actually! address!

peripheral!issues!of!ecology!or!even!green!transport!

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6 Very'local'and'focused'accounts:!for!example,!many!accounts!deal!with!cycling!news!in!the!city!of!Montreal;!keeping!them!all!made!little!sense!in!the!context!of!this!study!

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SOURCING!METHODOLOGY!

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In!order!to!identify!the!100!most!important!accounts!in!the!sustainable!mobility!community!

on!Twitter,!we!carried!out!a!36step!sourcing!process:!

1st'step:'searching'among'@MobiliTDurable'followers'

As!@MobiliTDurable!has!almost!5,000!subscribers,!it!seemed!obvious!that!the!account!would!have!among!its!followers!a!number!of!the!influential!accounts!of!the!responsible!mobility!community!on!

Twitter.!The!1st!step!thus!involved!extracting!all!of!the! @MobiliTDurable!followers!and!consulting!all!

the!accounts!of!over!250!followers!(around!1,900!accounts)!in!order!to!identify!the!accounts!to!be!

included!in!the!study.!

2nd' step:' identifying' accounts' linked' to' sustainable' mobility' by' searching'

Twitter'lists/biographies'

This! identification! required! defining! the! research! outlines! in! advance,! and! quite! precisely,! by!

drawing!up!a!list!of!relevant!key!words!in!order!to!search!the!accounts!associated!with!the!topic!of!

eco6mobility!(eco6mobility,!sustainable!mobility,!sustainable!transport,!electric!mobility,!the!names!

of!means!of!transport,!etc.!as!well!as!their!equivalents!in!English).!

3rd'step:'searching'the'subscriptions'of'listed'accounts'

The!last!step!consisted!of!going!through!the!subscriptions!of!the!accounts!listed!at! the!end!of!the!

first!two!steps,!in!order!to!ensure!that!an!important!account!has!not!been!omitted!from!inclusion!in!

the!study.!

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Join'us'on!sustainable6mobility.org!

Twitter:!twitter.com/sust_mobility!

Facebook:!facebook.com/mobilitdurable!

study: the sustainable mobility community on twitter

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