Ah, the ‘power user’, the famed mystical ‘influencer’ that brands battle with gladiatorial fervour to tap into, and so harness their social reach. To most run-of-the-mill Facebook-ers, these Power Users are, for the most part, an annoying constant in one’s stream: forever commenting, tagging, posting, sharing, liking, and so on, popping up day in day out with a smothering Facebook presence. BUT, before rolling your eyes and hovering yet again over the ‘unfriend’ button, perhaps it’s time to realise that these Power Users hold the tools to take over the world… Or at least have an enviable level of influence, from meeting your favourite band, to drafting new social policies. They are an integral part of new campaigns and marketing initiatives, and have a real effect on the success and perception of not just brands, but anything and anyone in the public eye. In fact, if armed aliens do come to town Independence-Day style, you can forget the military and bet it’ll be Power Users that bargain our way to freedom and send them packing.