Virtual Evangelism

I hope the elm tree in Sheffield is saved. But .....

If there is anyone who doesn't yet know how SRWT works and what its major priorities are, this tweet on their website will help.

Getting their name publicised in the digital arena comes well before any environmental and ecological goods they may perform in the real world, though that's the area in which they wish to claim some credibility.

Success comes when they launch a digital message into cyberspace and it gets taken up by others anxious to fill a vacant space in mainstream media. Points are scored in the office.

The way this one worked is: they get information that an elm tree is about to be felled on a road in Nether Edge. In the office they look up the supposed 'biodiversity value' of elm trees and discover that it's a preferred habitat for a particular species of butterfly. Then, without ascertaining that the said butterfly has actually lived in or ever visited the tree in question they post a tweet along with a press release claiming that felling the elm tree (already an emotional issue) is a threat to an endangered species.

All accomplished with no need to set foot outside the office or even look up from the screen. Mission successful when more people have heard of the organisation via national media. And local tree campaigners are also understandably grateful. Another step towards reaching their membership target.  This is also a characteristic of the other conservation charities.