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We use geometric multivariate data analysis which has been termed amethodology for both the visualization and verbalization of data. The generalobjectives are data mining and knowledge discovery. In the first case study, weuse the narrative surrounding very highly profiled tweets, and thus a Twitterevent of significance and importance. In the second case study, we use eightcarefully planned Twitter campaigns relating to environmental issues. The aimof these campaigns was to increase environmental awareness and behaviour.Unlike current marketing, political and other communication campaigns usingTwitter, we develop an innovative approach to measuring bevavioural change. Weshow also how we can assess statistical significance of social media behaviour.

Visualizing and Quantifying Impact and Effect in Twitter Narrative using Geometric Data Analysis