Scott Karp hits the nail on the head when he writes on his blog Publishing 2.0:
"In the networked web era, influentials may not be people with a
particularly connected temperament or Rolodex, or people who control
and influence monopoly distribution channels (e.g. newspapers), but
rather people who influence the network by leveraging the most powerful
force on the web — the link. People like bloggers,
top Diggers, del.icio.us power users, Facebook users who share lots of
links, MySpace users who embed videos, Twitter users who post lots of
URLs, or any social network user with links to lots of friends."
He then goes on to say:
"Journalists and PR professionals, the influence brokers of traditional
media, have lost a huge degree of influence on the web in large part
because they don’t link to anything. While traditional media brands are
still powerful channels on the web, they are losing influence everyday
to the link-driven web network — journalists and PR professionals can
no longer depend on controlling these former monopoly channels to exert
influence online."
A lot has been written about "Influencers" and how important they may be in spreading information and endorsements, and ultimately, driving sales. At a time when so much of our time is spent online, I think that Scott's analysis is the best so far.
You can read his full post here.