The last year has taught me one major lesson: you can save yourself a lot of time and wasted effort by networking upward.
There is no greater law for humanity: people form social groups and look upward for advice.
People form social groups built around common interests. Some of those people emerge and "experts" or "leaders" often because they are the best at what they do.
Online is no different. Every conceivable topic has it's corresponding social group. And every social group has it's leaders. The leaders set the agenda.
So, if you want to set the agenda, you need to influence the leaders of your targeted social group.
My term of choice for the leaders of online social groups is "key distribution point" - I've argued elsewhere that the best way to leverage influence on the web is by strategically targeting distribution points with either irresistible content, or targeted advertising.
Point of fact: if you master the science of influencing the key distribution points in your niche, it's like opening up a damn at the top of mountain. The river flows all ... the ... way ... downhill. But once the damn has been opened, you've done all your work. You can sit back and enjoy the flood.
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