The web has given communication the power of voice; real, viral, and human voice. Peer reviews and people opinions are more influential than ever before. According to Edelman, “Someone just like me” has become the most trusted source of information in today’s communities. Chris Brogan, co-author of Trust Agents, defines these influentials as, “people who use the web in a very human way to build influence, reputation, awareness, and who can translate that into some kind of business value.”