The advantage of being today’s most influential demographic is that we have the ability to start and stop trends. In Malcolm Gladwell’s best selling book “The Tipping Point,” he talks about the power of trends and how certain phenomenon’s tip. He describes the tipping point as the time in which a product, idea, or trend hits the masses and suddenly becomes popular. One of the major factors making something tip is what he calls the “Law of the Few.” He defines this law as “Social epidemics controlled by a handful of people with strong social connections.”

So how does this all relate to making money in the real world? Well, companies all over the country are seeking out community leaders and social organizers. Whether you know all the skateboarders in the area or you’re a regular chess playing champion at the park, you’re social network now means something. Companies understand that they can no longer pitch commercials and get the same return they used to. They are now going out into the field and pairing up with influencers to sell their brand. This could literally be anyone of us. The important thing here is to be the connector between big brands and small communities. Once you’re able to show the benefits for each group, you’ll be able to get paid consulting for these larger companies.

In theory, this idea sounds great, but it might be more complicated for some. The fact that their isn’t a blueprint for these types of career opportunities, might be a bit discouraging. Being persistent and having a strong passion for your community is what companies are really looking for. They want brand ambassadors who care as much about their product as they do. Mazda USA is one of the pioneering companies to embrace social media and enlist brand ambassadors. As one of the 22 chosen, I can tell you that Mazda has definitely made great progress in the social media game. Initially, they called on Mazda enthusiasts, bloggers and social media professionals to share their stories online. By tapping into their core market, Mazda was able to grow their marketing efforts by spending less money.

In the end, it pays to be a trendsetter. Whether you’re doing it for fun or need some extra cash, the value in spotting trends is growing. We’ll definitely start seeing more campaigns utilizing this new route and hiring more Generation Y’ers.