This gives the power players in social media campaigning profiled on these pages a wide range of skills and experiences.
While some are steeped in the creative heritage of advertising agencies, those in digital agencies have gained a greater focus on the technology used in social media, and PR professionals have proved adept at transferring their media relations skills to creating communities online.
In searching for the power players of social media, PRWeek has looked for the key figures behind award-winning campaigns and those who have a proven track record of using social media innovatively to enhance the relationship between customers and brands.
We have also looked for those who are respected social media thinkers: regular speakers on the subject at conferences, who sit on award judging panels and through their blogs and Twitter feeds are at the forefront of developing social media.
Cross-recommendations from each sector have been important in our search, as those in digital, advertising and PR continue to learn from each other to find new ways of using social media in their work.
HOW I SEE IT – What is influence?
Michael Darragh, Head of 360 degs Influence, Ogilvy London
'Influence is not a popularity contest. When influence is measured by the size of someone's social media footprint, we might be missing the chance to connect with people who bring real value and expertise to our work. Needless to say, finding real influencers is akin to searching out the proverbial needle. Most people with influence online are not sitting in front of their computers all day. They're more likely to be found in kitchens or engineering plants or trading floors. It is great digital work that inspires me.'