The No. 1 trending topic on Twitter in 2010 wasn’t Team Coco, FIFA World Cup or even Justin Bieber. According to Twitter’s analysis, “Gulf Oil Spill” was the most popular trend of this year’s 25 billion tweets, pushing environmental topics mainstream and chipping away from the former “nonprofit-worker-turned-hippie-activist” stereotype.
“The Oil Spill is a microcosm of where social media is helping to enable a real green media space whereby people can express their views as well as provide pertinent information of what’s going on the world,” says Seth Leitman, author of Green Living Guy and editor of the McGraw-Hill TAB Green Guru Guides.
While the Oil Spill tragedy garnered a high volume of hard news coverage, it also helped make “green” a lifestyle.
In 2010, twits of the eco-sphere started the weekly hashtag #ecomonday, and they increased audience sizes of niche websites like @Inhabitat, @HuffPostGreen and @the_daily_green to 20,000-plus followers. Even @Earth911‘s Twitter audience green by a whopping 148 percent over a 12-month period.
“Twitter is a clearinghouse of information. No matter what you’re interested in, you can find someone else who’s also interested in, and talking about, that topic, creating an incredible ability to connect with what we care about,” explains Jennifer Berry, manager of public and strategic relations for Earth911. “The trend in Earth911’s own audience growth, as well as those of our esteemed green tweeps, shows that more and more people want to connect with sustainability.”
Sustainability via social media has also opened another opportunity for consumers as more companies are now changing their practices and products in order to meet demand and ride the wave of green marketing.
In November, Social Media Influence (SMI) released its Social Media Sustainability Index of 2010, a profile of 287 European and North American companies, all part of the Dow Jones Sustainability Index.
According to the report, of the North American companies, 70 (36 percent) are using some form of social media to communicate sustainability issues. Fifty (33 percent) of the European companies listed are doing so.
“In general, there is a lot of environmental information shared via Twitter and other social platforms. Part of the reason is because many environmental changes and impacts can be directly observed by people, and they are things people care about, so they are readily shared,” says Brian Clark Howard, editor of The Daily Green and notable green tweeter.
“Honestly I was surprised to note that the Gulf oil spill also topped off Yahoo!’s list of most searched topics for the year,” he notes. “Although the environment should be very high on people’s priority lists, too often it isn’t, and greens often feel they take a backseat to other issues and interests.”
SMI’s report backs Howard’s initial notion to a degree, as 167 (58 percent) of the 287 companies interviewed have no social media conduit whatsoever for discussing sustainability.
Leitman says continued distribution of 140-character blurbs is necessary to keeping green a trending topic. While #ecomonday and #followfriday are small cogs in the social media machine, he says they simply won’t work without going back to the basics of Twitter: dispersion.
“There are so many websites for going green, and we need to get together and re-tweet. Eco Monday is cute, but people need to follow,” Leitman says. “If you get 20 people to re-tweet, follow them back. Imagine if everyone follows one more person on Eco Monday, it would perpetuate change much quicker. You gotta have mass in order to create any form of shift in cultural change.”
10 people to follow in 2011
Sorting through Twitter’s 50 million-plus users would take all 8,760 hours of 2011, so we took the liberty of finding some of the best tweeps that will keep you up to date on sustainability in the new year.
@JaymiHeimbuch (Jaymi Heimbuch): “Clean tech, green gadgets, sustainability and global water issues writer for Discovery’s TreeHugger and Planet Green blogs.”
@seth_leitman (Seth Leitman): “The Green Living Guy, Author and Series Editor McGraw-Hill The Green Guru Guides. Recent title: Green Lighting. I bring hard news and the Funnier part of Green.”
@socialpyramid (Brian Clark Howard): “I’m an environmental journalist, now working for The Daily Green.”
@Ecochickie (Starre Vartan): “Eco Chick Founder and Editor, Writer at HuffPo Green, Greenopia, The Daily Green and ecofashionista!”
@revkin (Andrew C. Revkin): “I study and teach about global environmental change at Pace University, blog on it at nytimes.com/dotearth, write books and songs, and try to live a good life.”
@michaeldestries (Michael d’Estries): “Co-founder of Ecorazzi.com, GroovyGreen.com, and blogger for MNN.com on green arts and culture. Meerkats rule.”
@starfocus (Danielle Brigida): “I work for the National Wildlife Federation (@NWF). I’m looking to learn & laugh. Interests include: nature animals nonprofits social media technology and life!”
@OliviaZaleski (Olivia Zaleski): “Correspondent focused on hope of technology, innovation on humanitarian and environmental issues, corporate social responsibility etc.”
@msoeden (Meaghan O’Neil): “Editor-in-chief, TreeHugger.com and PlanetGreen.com.”
@CanarsieBK (Mike Lieberman): “I am documenting my passion for eco-conscious living on my own blogs. Also helping other individuals and small business to extend their online presence.”
You can follow Amanda Wills, Earth911’s Managing Editor and author of this post, on Twitter @AmandaWills