Introduction -- The rise of the citizen influencer -- Igniting epidemics -- The roots influence -- Social proof and reciprocity -- The seventh weapon -- Personal influence : the marketer?s holy grail -- Klout and the evolution of social influence -- Controversy and turmoil -- The business benefits of social influence -- How to increase your Klout score -- The future of social scoring -- Conclusion social influence : a personal view -- Appendices -- Acknowledgements