From YouTube celebrities to chief social-media officers, these unexpected players exert outsize impact and power online — offering new channels of communication that businesses can’t afford to ignore.
For businesses, the definition of influence is less important than its impact. And there is a new, emerging generation of web personalities whose activities are having impact, online and off. FastCompany has taken a snapshot of this universe, highlighting six categories, including YouTube celebrities such as iJustine; chief social-media officers at major corporations; and specialist bloggers in key industries. Few of these new influentials are household names — yet. Unless your home happens to be one of those that are absolutely devoted to them.





Want to be the first to know what companies will be the next household name? BusinessWeek has started a section on its webpage that will keep track of promising start-ups that might see the limelight. Flip through
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