This work investigates sociological aspects of the discourse of environmental issues in social media. The role of social media in the formation of public opinion and discussion of environmental issues is analyzed. The main trends, problems and interests of society in the field of ecology are considered. The study of environmental discourse in social media allows identifying key themes, actors and communication strategies, as well as determining the influence of various factors on the formation of public opinion. The results of the study can be used to develop more effective strategies for solving environmental problems and strengthening cooperation between participants of the environmental movement. The aim of the study is to analyze the discourse of environmental problems in Russian social media. The search queries for certain time periods were analyzed using automated technologies of big data analysis. Online services, including the Brand Analytics platform for monitoring and analyzing social media and mass media in the Russian and CIS markets, were used.