Palm oil is the most widely used vegetable oil in the world. Yet, its production and consumption have generated heated debates over the past few decades due to its environmental impact. In this thesis, we study the debate on palm oil on the popular social network Twitter since 2006. Using Natural Language Processing and Network Science tools, we analyze the most important viral events related to palm oil. We identify the role that Opinion Drivers play in the debate and how most debates are short-lived. Indeed, by studying the interevent time distributions of certain hashtags, we see that even the most far-reaching viral events are quickly forgotten.