Starch Worldwide produced some research back in the dotcom
days entitled, ‘The E-Fluentials’. It suggested there
may be some people on the Internet who are more influential
“E-fluentials” are individuals who “…are much more
active than other Internet users in terms of their online
influence, using e-mail, newsgroups, bulletin boards, and
other online vehicles to convey their messages.“ They are
described as opinion leaders, marketing multipliers (the
opinions of these e-fluentials being “far-reaching,
radiating to a level of influence disproportionate to their
actual size…”) avid communicators, technologically savvy
and new product innovators.
research claimed these e-fluentials have the potential to
facilitate the much sought after “viral” marketing.
The E-Fluentials report was published, there weren’t as
many people participating in online communities as there are
today, and it definitely wasn’t as easy.
concept of E-Fluentials is even more important today, and
understanding how to work with them is key to effective
social media management.