The choices an individual makes about environmental issues are affected by family, friends and others in a person's social network. "Instead of trying to communicate with thousands of people, we can be more effective by using the structure of social networks to spread information." "By communicating with the people who influence decisions in a network, we can have a dialogue with them and learn what is important to those groups. The influencers then spread the information to the rest of the network."
http://www.sciencedaily.com/releases/2011/02/110221101317.htm
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