edu.ucar.opensky::articles:25317 UCAR/NCAR - Library OpenSky Support PO Box 3000 Boulder CO 80307-3000 opensky@ucar.edu http://opensky.ucar.edu/ homepage pointOfContact 2025-12-25T15:25:09.985804 ISO 19115-2 Geographic Information - Metadata - Part 2: Extensions for Imagery and Gridded Data ISO 19115-2:2009(E) https://n2t.org/ark:/85065/d7tm7ftk Getting the word out, rain or shine: The impact of message features and hazard context on message passing online 2019-10-01T00:00:00Z publication https://n2t.org/ark:/85065/d7tm7ftk https://doi.org/10.1175/WCAS-D-19-0021.1 Sutton, J. author Renshaw, S. L. author Vos, S. C. author Olson, M. K. author Prestley, Robert author Ben Gibson, C. author Butts, C. T. author UCAR/NCAR - Library publisher Networked social media provide governmental organizations, such as the National Weather Service (NWS), the opportunity to communicate directly with stakeholders over long periods of time as a form of online engagement. Typologies of engagement include aspects of message content that provide information, contribute to community building, and inspire action and aspects of message microstructural features that facilitate interaction and dialogue, such as directed messages, hashtags, and URLs. Currently, little is known regarding the effect of message strategies on behavioral outcomes, and whether those effects vary under different weather conditions. In this paper we examine how message practices used on Twitter by the NWS are related to message engagement under routine and nonroutine weather conditions. Our analysis employs a census of tweets sent by 12 NWS Weather Forecast Offices in spring 2016 and uses a combination of manual and automated coding to identify engagement content and microstructure features present in each message. We identify factors that increase and decrease message retransmission (retweets) within this corpus under varying threat conditions, using a mixed-effects negative binomial regression model. We find that inclusion of actionable message content, information about historical weather facts, attached visual imagery (such as a map or infograph), and named event hashtags increases message passing during both threat and nonthreat periods. In contrast, messages that include forecast and nowcast content and messages that are sent in reply to other users have a lower passing rate. Findings suggest that common message features do alter message passing, potentially informing message design practices aimed at increasing the reach of messages sent under threat conditions. UCAR/NCAR - Library OpenSky Support PO Box 3000 Boulder CO 80307-3000 opensky@ucar.edu http://opensky.ucar.edu/ homepage pointOfContact PDF Text theme Resource Type 2016-01-01T00:00:00Z publication Copyright 2022 American Meteorological Society (AMS). None eng geoscientificInformation