FILE-GIVERS
As the power of recommendation and distribution pass from mass media and shops to peer groups and file sharing, people who influence their mates have become extremely interesting to forward-thinking business. “File-giver” is the name sometimes given to the sort of person who sends you the new mp3s, jpegs, movies (a sub-group, “signposters” merely send the links). Vast amounts of time and money are spent working out ways of turning them into advocates for brands; in the future, some of them could become very rich.