Climate change communication on social media increasingly employs microtargeting strategies to effectively reach and influence specific demographic groups. This study presents a *post-hoc* analysis of microtargeting practices within climate campaigns by leveraging large language models (LLMs) to examine Meta (previously known as Facebook) advertisements. Our analysis focuses on two key aspects: **demographic targeting** and **fairness**. We evaluate the ability of LLMs to accurately predict the intended demographic targets, such as gender and age group. Furthermore, we instruct the LLMs to generate explanations for their classifications, providing transparent reasoning behind each decision. These explanations reveal the specific thematic elements used to engage different demographic segments, highlighting distinct strategies tailored to various audiences. Our findings show that ***young adults*** are primarily targeted through messages emphasizing *activism and environmental consciousness*, while **women** are engaged through themes related to *caregiving roles and social advocacy*. Additionally, we conduct a comprehensive fairness analysis to uncover biases in model predictions. We assess disparities in accuracy and error rates across demographic groups using established fairness metrics such as Demographic Parity, Equal Opportunity, and Predictive Equality. Our findings indicate that while LLMs perform well overall, certain biases exist, particularly in the classification of **male** audiences. The analysis of thematic explanations uncovers recurring patterns in messaging strategies tailored to various demographic groups, while the fairness analysis underscores the need for more inclusive targeting methods. This study provides a valuable framework for future research aimed at enhancing transparency, accountability, and inclusivity in social media-driven climate campaigns.

Post-hoc Study of Climate Microtargeting on Social Media Ads with LLMs: Thematic Insights and Fairness Evaluation

The widespread use of social media has led to a surge in popularity for automated methods of analyzing public opinion. Supervised methods are adept at text categorization, yet the dynamic nature of social media discussions poses a continual challenge for these techniques due to the constant shifting of the focus. On the other hand, traditional unsupervised methods for extracting themes from public discourse, such as topic modeling, often reveal overarching patterns that might not capture specific nuances. Consequently, a significant portion of research into social media discourse still depends on labor-intensive manual coding techniques and a human-in-the-loop approach, which are both time-consuming and costly. In this work, we study the problem of discovering arguments associated with a specific theme. We propose a generic **LLMs-in-the-Loop** strategy that leverages the advanced capabilities of Large Language Models (LLMs) to extract latent arguments from social media messaging. To demonstrate our approach, we apply our framework to contentious topics. We use two publicly available datasets: (1) the climate campaigns dataset of 14k Facebook ads with 25 themes and (2) the COVID-19 vaccine campaigns dataset of 9k Facebook ads with 14 themes. Additionally, we design a downstream task as stance prediction by leveraging talking points in climate debates. Furthermore, we analyze demographic targeting and the adaptation of messaging based on real-world events.

Uncovering Latent Arguments in Social Media Messaging by Employing LLMs-in-the-Loop Strategy

In the age of social media, where billions of internet users share information and opinions, the negative impact of pandemics is not limited to the physical world. It provokes a surge of incomplete, biased, and incorrect information, also known as an infodemic. This global infodemic jeopardizes measures to control the pandemic by creating panic, vaccine hesitancy, and fragmented social response. Platforms like Facebook allow advertisers to adapt their messaging to target different demographics and help alleviate or exacerbate the infodemic problem depending on their content. In this paper, we propose a minimally supervised multi-task learning framework for understanding messaging on Facebook related to the covid vaccine by identifying ad themes and moral foundations. Furthermore, we perform a more nuanced thematic analysis of messaging tactics of vaccine campaigns on social media so that policymakers can make better decisions on pandemic control.

Understanding COVID-19 Vaccine Campaign on Facebook using Minimal Supervision

The Covid-19 pandemic has led to infodemic of low quality information leading to poor health decisions. Combating the outcomes of this infodemic is not only a question of identifying false claims, but also reasoning about the decisions individuals make.
In this work we propose a holistic analysis framework connecting stance and reason analysis, and fine-grained entity level moral sentiment analysis. We study how to model the dependencies between the different level of analysis and incorporate human insights into the learning process. Experiments show that our framework provides reliable predictions even in the low-supervision settings.

A Holistic Framework for Analyzing the COVID-19 Vaccine Debate

Because of the rapidly growing access of social media platforms, it provides convenient means for users to participate in multiple online activities on various contents and create fast widespread interactions. However, characterizing user types to understand people’s lifestyle decisions shared in social media is challenging task due to diverse information. In this paper, we propose a weakly supervised graph embedding based framework for creating user representation to understand user types. We evaluate the user embedding learned using weak supervision over well-being related tweets from Twitter, focusing on `Yoga’, `Keto diet’.  Experiments on real-world datasets demonstrate that the proposed framework outperforms the baselines for detecting user types. Finally, we illustrate data analysis on different types of users (e.g., practitioner vs. promotional) from our dataset. While we focus on lifestyle-related tweets (i.e., yoga, keto), our method for constructing user representation readily generalizes to other domains.

Tunazzina Islam

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