E-fluentials:

"Burson-Marsteller has identified persuasive individuals who defy the limits of traditional viral marketing and spread the word about a company, brand or product to an average of 14 people. These are e-fluentials, defined according to their intensive use of e-mail, chat rooms, message boards, company and opinion Web sites. They make up 10% of the U.S. online adult population (11 million), but reach a total of 155 million U.S. adults online or offline as they tell on their experiences. E-fluentials are socially and politically engaged and vocal citizens in cyber and traditional spheres. They frequently interact with well-known news and media organizations. In doing so, e-fluentials connect the dots between companies, media organizations, policy makers and consumers."