December saw the release of a really interesting report from DoubleClick the online market research company. Entitled Influencing the Influencers, the report concluded that influential people are far more likely to engage with advertising and new media platforms and create valuable word of mouth both online and offline. This is good news for us viral marketers as the whole business hinges on interactions with these influential individuals. Therefore, the essential skill that a viral marketer must develop is an ability to identify as many of these individuals as possible, to get them to engage with virals and to get them talking. Our full report on DoubleClicks findings can be viewed here.