Hello. I’m Andrea Learned.

I write and consult on using social media to develop thought leadership, with a particular emphasis on communicating sustainability stories.

Please use my writing archives as a resource. When you are ready to change the world by engaging on social media, I'd love to help.

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Latest Blog Posts

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    Influencer Engagement, Part II: It’s About Them

    As I mentioned in Part I, if you don’t feel comfortable using social media to develop “thought leadership,” as such, it might be more comfortable for you to think about developing “influencer engagement” instead. The shift from “all about me” to “all about them” – the industry thinkers and influencers – changes the expectation. Far […]

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    Influencer Engagement, Part I: It’s Not About You

      In my work coaching clients on how (and why) to use social media, I’ve found an interesting tendency: While people seem fairly confident they have industry wisdom to share, and believe they have insight to contribute to the existing conversation, the idea of developing their own “thought leadership” seems uncomfortable. As has often been […]

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  • Miss.You

    Twitter Beckons, Business Leaders Go Missing

    The long established brand emphasis on raising business-to-consumer awareness (B2C) has lead to neglect of the as-important opportunities in developing business-to-business (B2B) thought leadership. In a world where value-sharing and trust-building have become so crucial to communications, this oversight has left a hole of epic proportions. And, while the legal department may still have to […]

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My writing and consulting focus areas

Gender & Marketing

My path to sustainability and social media was through marketing to women, so that is the “lens” through which I write about sustainability and leadership, and through which I approach social engagement (relationship building, communications, investment). It all started with the work and research I did as a co-author of Don’t Think Pink I then realized I wanted to leverage that knowledge for a broad sustainability impact. And, that’s where Gender and the Sustainable Brain comes in. I wrote that piece, which outlines my perspective on the marketing to women and sustainability connection (and why it matters) for The Solutions Journal.

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Sustainability & CSR

Having chosen to live in places like Portland, OR; Bellingham, WA; Burlington, VT; and now, lovely Seattle, WA, it became clear that I was driven by the desire to be in and around people thinking about sustainable business and corporate social responsibility. As the tech entrepreneurs say, I “pivoted” from marketing to women into this specialty in 2008, leveraging my writing and social networks to dig in. Whether writing or doing communications consulting, I look for counterintuitive angles, big picture trends to connect with and interesting voices, as yet unheard – for the purposes of corporate brand and thought leadership development.

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Social Engagement

Building social capital is how you create change and amplify impact. I have been blown away by how I’ve seen this to be true through networks like Twitter, LinkedIn and Google+ (for now) and absolutely love to help clients gain from real engagement and investment in the relationship building process. Whether with a sustainability/CSR focus or not, there is incredible power in building community, sharing appreciation of the great wisdom, research and innovation already out there… and connecting with an audience around your own thought leadership along the way. None of what I advise is a hard sell – as that is not an authentic way to make human connection. Instead, social engagement prepares the ground or fortifies the foundation from which leaders can contribute and interact with broader ideas and new audiences. But, you have to dive into the practice of being “social” in a way that works for you. Helping you or your small team figure that out is my goal.

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