Influence - a tricky topic that is definitely not new to marketing. From celebrity endorsements to modern blogger outreach, finding people who can help sway the consumer choice is a key toolset in advertising and public relations. What is new is the once gradual, and now rapid, shift in power from the few to the many, from the corporation to the consumer, and from the old media giants to the new media moms. New media influencers have the potential to wield an above average amount of influence today more than ever. A YouTube star or Twitter power-user can have an audience that is equal to a primetime TV show. Influence is all around us and businesses of all sizes can take small steps to find influencers relevant to them and leverage them for bigger marketing results. Agencies and consultants need to take note of this shift, as new media relations will be a major product for social media service providers moving forward.
