Every industry, every area of business has them, those online opinion makers, educators, experts and other individuals who exert considerable influence over others. Comprising perhaps 10% of today’s Internet users, e-fluentials have the power to affect millions of consumer purchasing decisions through word-of-mouth. With a simple Tweet or a blog, they can make or break a brand, product or issue, such is their persuasive power. For this reason alone it is essential for companies and marketers to win their trust, approval and support. At ROIMM, we help companies identify the e-fluentials in their customer base, create positive e-fluential relationships, and target new e-fluential audiences. This can prove invaluable in helping to generate buzz about a new product, enhance customer loyalty or manage product/issue perceptions.