Who are we really trying to reach

[Duncan Alney]

In the midst of the social revolution where nobodies are the new somebodies, where brands have no control over the conversations, who are we really trying to reach? We being marketing people on behalf of ourselves or clients. Who are the influencers?

[John Karamanski]

Well it seems as if we are trying to reach someone (someplace) that can use our Product/Service so that we have purpose for performance. And that the influencers actually become use of service evaluators/users/spokesperswon/testimonials. If a service/product has a true positive affect then everyone who uses is becomes a "Billy Mays" on your behalf.