“Can Social Media Drive Green Content?,” Frontline
February 06, 2009In this editorial, Sheila McLean, Director of MS&L's ECO Network, North America, explains how environmental influencers can use the social media to increase word of mouth for their message. She points out the IM MS&L digital influencer study, which revealed how environmental, health and beauty influencers frequently share information electronically, and reveals the principles needed for success: tell an authentic story, ask consumers to join, build trust and lead the way. McLean suggests what sets environmental influencers apart is their expertise on the matter, combined with their desire to share with others how to live green.