People that used to be on the sidelines now have an influential voice. It’s like going to a party where everyone is the DJ. For marketers, this new school of influence is a big opportunity: "As you venture into crafting a social media strategy for your business, you’ll eventually ask yourself the question, 'Who are my influencers and how do I find them?' It’s hard to find a brief nowadays that doesn’t include the objective of 'activate my key opinion leaders' or 'engage the brand influencers that will set off a wildfire'. Influence is (now) driven within trusted circles of friends across multiple categories of interest."