One of the wildest Greenpeace protests in recent memory began with a tweet posted by the organization at 5:34 p.m., Sept. 17, 2013: "BREAKING: we've got 4 boats in the water heading towards Gazprom's Arctic rig. We're going to try and stop the drilling #savethearctic." Despite the social media buzz around the activists who were eventually arrested, dubbed the Arctic 30, and the useful information it generated, Greenpeace failed to focus the narrative around climate change. Gazprom is still drilling away. Social media efforts like Greenpeace's could be the next big thing, or they might get lost in a sea of likes and retweets and leave the status quo unchanged.