Enhancing the Weather-Climate Social Media Experience with Threads: 3 Effective Strategies

This week, Mark Zuckerberg and his innovative venture, Meta, have unveiled Instagram Threads to the world. The headline from The New York Times, “Threads, Instagram’s ‘Twitter Killer,’ Has Arrived,” indicates that Instagram, a subsidiary of Facebook, is directly challenging Twitter with this new app. Given my use of Twitter for weather and climate science engagement, I’m excited to explore this new platform and have put together a wishlist of three improvements that Instagram Threads can make to enhance the experience.

Before diving into my wishlist, it’s worth noting that Threads has gained significant popularity as an alternative to Twitter compared to previous attempts, as highlighted in TechCrunch. Personally, I’m finding it enjoyable so far. However, it’s important to be aware that there is currently no desktop version available, and users in the European Union are unable to access the app due to compliance with security standards. Despite these limitations and the expected challenges of a new platform, Threads gained an impressive 5 million users within the first four hours of launch. It’s user-friendly and doesn’t require extensive technical knowledge to get started.

Here are three enhancements that Threads can implement to improve the weather and climate experience on social media.

1. Filters to combat trolls, bots, and weather-climate misinformation

Trolls, bots, and the spread of viral misinformation have made Twitter an unpleasant environment. While social media can be a valuable tool for sharing information about weather hazards, emergency response, and climate science, it also faces the challenge of distinguishing reliable content amidst the abundance of information. Cognitive biases such as the Dunning-Kruger Effect and confirmation bias further complicate this task. The new Instagram Threads platform should welcome engagement and promote knowledge inquiry, while actively addressing harassment and toxic discourse.

Renowned climate expert Robert Rohde recently highlighted how changes in the Twitter environment have reduced engagement with climate scientists and amplified less credible sources. It is my hope that Threads can leverage advanced filtering algorithms to eliminate the “mosquitoes and gnats” of social media from its platform. Personally, I can easily identify trolls and bots, so I have faith in the ability of sophisticated artificial intelligence to do the same. As of now, Threads feels like a purer space with less vitriol, paid pseudo-experts, and conspiracy theories.

2. Algorithms that prioritize real-time information

Studies and operational stakeholders consistently emphasize the value of social media in rapidly evolving weather scenarios. However, certain platforms outperform others in this regard. If a National Weather Service post about an approaching tornado doesn’t reach users until hours or even days later, its relevance is severely compromised. In its earlier stages, Twitter excelled at providing real-time weather alerts and facilitating the geolocation of victims. Unfortunately, the platform has contemplated limiting tweet views, granting broader access only to paid subscribers within the Twitter Blue community. Threads has an opportunity to address this issue from the ground up and offer a valuable service to the public, emergency managers, and decision-makers.

3. Amplification of official weather and emergency management information

A vast amount of weather information circulates on social media, but not all sources are reliable. It’s common to see people sharing inaccurate snowstorm or hurricane details from dubious sources, “wishcasters,” and clickbait-seeking individuals. Controversially, I suggest that Threads should prioritize information disseminated by the National Weather Service Offices, National Hurricane Center, emergency managers, and other authoritative entities. While this may present challenges in determining what constitutes “official” information, it can be achieved through a careful review process. Private companies may provide resistance, but it’s worth noting that the National Weather Service’s absence from the app realm is due to similar dynamics involving public-private partnerships.

This list could certainly be expanded, but for now, I am enjoying the relatively untainted experience of exploring a new platform as it continues to evolve.

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