This Paper discusses the following premise: With all the recent online coverage of Online Influence it would be easy to believe that the world of influence – who’s influential, who’s being influenced, and how people are influenced – has moved almost entirely online in the past few years. But our work with major name clients over the past few years shows that this is not the case – and that many heads of marketing may be wasting their budgets if they expect to reach their customers’ real influencers online.