Introduction
Society is no stranger to professional influencers of public opinion. From the age of toga-donning philosophers in ancient Greece to the more contemporary Al Gore types with crusades for worthy causes, famous people have always been trying to persuade the public of one thing or another.
The only difference is that today, instead of podiums for the most esteemed personalities, we have news feeds collating the thoughts and ideas of everyone in our social circles and beyond. The accessibility of information online means that anyone could become (or fancy themselves) a subject-matter expert overnight, while the ubiquity of social...