Social media has emphasized the divide between opinion makers—influencers—and opinion takers. Through the use of social media, businesses can reach out to opinion makers and wield their influence. "Companies need to really respect that influencers have built a level of trust with their network that can never be compromised. It is important that it is made clear to the influencer that they are free to say whatever they want about their experience with the company. Companies also need to be very mindful that influencers are people. Dealing with an influencer is very different than dealing with the New York Times or an influential publication."