Via Experian Integrated Marketing (report available for download):

2008 will herald the arrival of the Web 2.0 ‘super advocate’ and the rise of the Web 2.0 ‘Gated Community’

Highly influential figures, outspoken and with loyal following, super advocates will have the power in the 2.0 world to make or break a brand’s reputation at will.

The super advocate will represent one of the biggest challenges facing companies trying to tap into social media as an advertising and marketing channel. They need to be quickly identified and then kept on side, avoiding commercialism at all costs.

More: http://www.experianim.com/community/publications/abstract.aspx?ArticleID={5FEFA9DC-EEC7-4253-A9F8-9F11AD24FF54}