With the media in decline, the dynamics of influence have changed dramatically. Individual bloggers, Twitter members and Facebook fan page administrators can have significant influence over a market, particularly in the B2B realm. This presentation gives you hands-on advice on how to find influential people, engage their attention and cultivate them as lead generation sources. We go in-depth to look at alternative search techniques using tags, social bookmarking sites, blogrolls and user-generated content communities. We also cover steps for reaching out and building long-lasting relationships with these new influencers.