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Upwell’s unique model of “community management”
One of the goals of Upwell was to empower the influential voices in Team Ocean to create and share content that would increase attention to the crisis the ocean is facing. While much of our time was d …

Top six ways to ensure your conservation content gets shared
In three years at Upwell, we’ve played a lot with content. We’ve remixed, rewritten, repackaged, curated, and amplified. We’ve looked for the most shareable content – the most captivating videos, the …

How an email strengthened a community
From Anchorage on the 12th of October 2011, Kieran Mulvaney emailed this to Rachel Weidinger: “I keep coming to the idea of a weekly or bi-weekly email newsletter, sent to as wide a mailing list of re …

They are using a variety of monitoring tools (like Radian6 and Tweetdeck) to scrape all available social platforms: blogs, video, Twitter and Facebook, discussion boards like Reddit, online mainstream media, and image-based platforms like Pinterest and feeds an online dashboard that has real-time insight into online conversation trends around key ocean issues like over fishing and marine protected areas. Their team also leads attention campaigns, informed by data and inspired by online conversations. They curate the best from the abundant sea of online ocean content and rapidly experiment with creating, amplifying and circulating stories that spark vibrant conversations.

– Beth Kanter, Beth’s Blog

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