One of the key findings from these studies was that the media does not reach the masses directly. Instead, a group of “opinion leaders” usually acts as an intermediary, filtering and interpreting the media for their friends and family who pay less attention to politics. In other words, the media appeared to work by getting its message to those who are most central in the social network.
Ryan Holiday talks about this in Perennial Seller as well. He says find the obscure influencer and get on their radar first. Then you can get to the masses.