We play a unique role, experimenting with injecting conservation messaging into online conversations about the ocean. We do this through “attention campaigns.”

They are using a variety of monitoring tools (like Radian6 and Tweetdeck) to scrape all available social platforms: blogs, video, Twitter and Facebook, discussion boards like Reddit, online mainstream media, and image-based platforms like Pinterest and feeds an online dashboard that has real-time insight into online conversation trends around key ocean issues like over fishing and marine protected areas. Their team also leads attention campaigns, informed by data and inspired by online conversations. They curate the best from the abundant sea of online ocean content and rapidly experiment with creating, amplifying and circulating stories that spark vibrant conversations.

– Beth Kanter, Beth's Blog

We did the work of @Upwell not only to change the ocean conversation daily, but to strengthen movement(s!). Must remain a beacon. ^RW

— Upwell (@upwell) April 19, 2016

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