Climate change has been one of the most debated topics in the past few decades, but a number of challenges have hindered the development of robust policies and strategies by nations. At the same time, social media platforms—such as Instagram, Twitter, and Facebook—have given the opportunity for the general public to share opinions and engage with the issue of climate change like never before. This phenomenon is considered to be a new form of soft power which can provide input into the discussion and possibly affect the current international political mechanisms. The present paper aims to (1) define the forms and characteristics of social media as a soft power method, (2) analyze its influence on the awareness of societies, and (3) assess if increased public awareness could influence the official political and policy processes.
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