ABSTRACT
Social networking offers the opportunity to express opinions on politics and public affairs and to disseminate information to a large circle of acquaintances. This chapter describes the role of opinion leaders in creating a two-step flow of communication. The original theory is outlined and recent refinements are discussed along with criticisms of the theory. Characteristics of those who take on the role of opinion leaders are identified. Finally, applications of the theory to communication using social media and the Internet are discussed.
