Social media influencers and opinion leaders are sometimes called power users. They have a strong communications network that gives them the ability to affect purchase decisions for a number of other consumers, directly and indirectly. Much like their offline counterparts, power users are active participants at work and in their communities. Their social networks are large and well developed. Others trust them and find them to be credible sources of information about one or more specific topics. They tend to have a natural sense of intellectual curiosity, which may lead them to new sources of information. And they post an awful lot of brand-related content: Forrester Research has dubbed these brand-specific mentions influence impressions. In advertising lingo, an impression refers to a view or an exposure to an advertising message. Forrester estimates that, each year, U.S. consumers generate 256 billion influence impressions as people talk about their lives with each other, telling stories and experiences that invariably include brands. These influence impressions are primarily delivered by—you guessed it—power users: Only 6.2 percent of social media users are responsible for about 80 percent of these brand mentions. Forrester calls these influencers mass connectors. Suppose you wanted to conduct a social media campaign that targets these valuable power users. How would you respond to your (non-marketing) CEO who says, “These people make up only a very small slice of our total customer market. Why would we bother to waste our precious resources on them?”