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Under the Influence

To gain favor online, target those whose opinions count.

This story appears in the May 2007 issue of Entrepreneur. Subscribe »

Social networking sites, blogs and message boards are full of rankings and recommendations of products, services and businesses. But all that information can leave a prospect with information overload, says David Meerman Scott (, author of The New Rules of Marketing and PR.

That's why the latest trend in marketing via social networking is to appeal to the thought leaders--credible experts, ranging from editors to individuals with message board cred. Through their recommendations, these gatekeepers can be the key to helping customers find your business faster.

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