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.
Justine Ezarik
(aka iJustine) has more than 300 million video views and corporate clients from GE to Intel to Mattel.
Joe Penna
(aka Mystery Guitar Man) is the sixth-most-watched YouTube partner, with 1.3 million subscribers.
Jill Fletcher
of Virgin America tapped power users on Twitter to promote the airline’s first international route.
Gary Vaynerchuk
Wine Library TV has 150,000 loyal viewers. He also advises companies such as Campbell’s Soup and the New York Jets.
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