Upwell’s back. We got some stories to share. 
Tide Report from Upwell
First of all, you deserve a huge Upwell thank you for keeping the ocean conversation lively over the past few weeks. We hope that you’ll excuse us for being a little less chatty than usual. We were on a SCUBA trip of sorts: diving deep into an ocean full of data. We just came up for air to share some insights from our past year in today’s Tide Report. In addition to these treasures we brought back from the data depths, we also have a not-to-be-missed Ocean Acidification video and some friendly sustainable seafood debate to get your Tuesday started off. 

In this issue
  1. You voted: top ocean issues 
  2. What the heck has Upwell been up to?
  3. This Ocean Acidification video is definitely worth a watch
  4. NYT tackles sustainable seafood
  5. Calendar

You Voted: Top Ocean Issues

We want to thank everyone for their feedback on our community survey. Your input was thoughtful, inspiring, and incredibly helpful as Upwell moves forward. According to your responses, you think that the “ocean issues that need more attention online” are:
  1. Ocean acidification - 54.1%
  2. Overfishing - 45.3%
  3. Plastic pollution / Pacific garbage patch - 33.1%

Drumroll please... According to our community survey you think Ocean Acidification is the #1 ocean issue needing more online attention.

Ask your tweeps: Which ocean issue needs more online attention right now: #oceanacidification #overfishing or #plasticpollution?

Let us know what they say at, or tag us on Twitter @upwell_us

What the heck has Upwell been up to?

As you know, Upwell has spent the past few months analyzing and wordsmithing all the things we’ve done and learned in our first year campaigning with you. We may have been more or less radio silent while we’ve been doing this, but now we’re back to report what we’ve found.

We are telling all on our blog, sharing what has worked and what hasn’t, with plenty of tips and tricks to share. There will be more to come - so stay tuned - but here’s a look at what we have for you so far:

Conversation Metrics for Overfishing and Sustainable Seafood
We’ve compared and analysed the conversational volume in the Sustainable Seafood and Overfishing conversations over the past year plus. Spoiler alert: both conversations have changed substantially since 2011, with significant increases in spike volume, spike frequency, and ratio of average daily social mentions to the average baseline. There’s some hot data here.

Amplify This: Tweet it: The online conversations about #overfishing & #sustainable #seafood are growing. Faster than we thought:

Upwell's Distributed Network Campaigning Method
What is that special sauce that makes an Upwell campaign? We’ve described the basic building blocks of an Upwell campaign and the importance of our distributed network (that’s all of you!) for the work that we do.  

Amplify This: Tweet this: A new way of campaigning for the ocean? Read about @upwell_us’s attention campaigns:

Upwell's Spike Quantification of the Ocean Conversation
A “spike” is a significant increase in online attention for a particular topic. When you graph social mentions, you can see that burst of attention ‘spike’ the graph -- hence the name. We’ve detailed how we differentiate between a normal bump and actual spike in this post.

Amplify This: Tweet this: How do you see if something’s gone viral, with data? Read @upwell_us’s spike quantification methodology:

Upwell's Ocean Conversation Baseline Methodology
Upwell informally defines a conversation’s “Baseline” as the point below which the daily volume doesn’t drop. It’s the number of social mentions that occur each day by the topic’s diehard conversationalists. If everyone else left the party, the Baseline would still be there, dancing by itself.

Amplify This: Tweet this: What do online conversation metrics and Robyn have in common? @upwell_us has the answer:

This Ocean Acidification video is definitely worth a watch

The California Academy of Sciences just released a fresh ocean acidification video featuring one of our very own, Senior Campaigner Ray Dearborn. This video will be used by the Academy as part of their effort to educate the public about ocean acidification online and in their exhibits. Want to hear the uplifting part? Skip to 3:00 to hear Ray’s tips on what we can do to turn the tide on this disastrous chemistry experiment we’ve waged on our oceans.

Is that an Upwell staffer talking about ocean acidification? You bet it is!

Amplify This: Feeling confused about ocean acidification? Educate your friends. Share this video on Facebook with the message: How do we stop our ocean from turning into a failed chemistry experiment? Find out by watching this video.
Amplify This: Share this with your followers on Twitter: What happens when you run a failed chem experiment on the ocean? Watch this short vid by @CalAcademy and find out.

NYT tackles Sustainable Seafood

There’s a hearty conversation going on over at The New York Times “Room for Debate” section about sustainable seafood (as it should). Influential voices are chiming in from different corners of the sustainable fish-o-sphere with their opinions on how to improve ocean fisheries. The whole debate is worth a read but here is one of our favorite quotes:

“Scientists, environmentalists and fishers must work together on ocean-friendly techniques like selective fishing and waste reduction.”

Yep. That’s an idea we can get behind.

Andy Revkin expands on the conversation in his Dot Earth blog. This conversation is just getting started - it’s up to you to keep it going.

Amplify This: Join the (sea)grass roots movement and help your followers make sustainable seafood choices with this tweet: Are you a bottom-feeder? The closer you are to mussels, the better off you’ll be. #SustainableSeafood
Amplify This: You CAN have it both ways! Find out how with this tweet: Marine reserves allow us to have our fish and eat them too. Support marine protected areas!
Amplify This: Share this quote with your followers on Twitter: "Common sense and creativity are critical" for #sustainableseafood @Jon_Hoekstra


March 7-10
San Francisco Ocean Film Festival, San Francisco, CA.

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