I've been writing over at Mediapost about the changes in the role of social media participants, in particular, female social media mavens. I've been calling them "Alpha Consumers" and talking about how they fill a niche that is not quite journalist and not quite consumer, though, they are, in a sense, both.

As is always a benefit when writing in cyberspace, the conversation has extended beyond just what role female social media leaders play to discussing how best to capitalize on the unique roles they play both online and off.

This is an area that we have only recently been able to address and I think, as direct mail retailers first "got" how to sell product online back in the '90s, those companies that already work with "Alpha consumers" will lead the charge. Think Tupperware or Mary Kay. We are already see direct marketing companies providing platforms for their representatives to set up space online. I'll be watching closely to see what comes next.

Not to say that other companies may take the lead as well, but I've always found that it's easy for marketers to be too inward focused, in their company, in their industry and in their own thoughts. As we continue to grow, shift and change the social media space and the players can be counted on to surprise and sometimes confuse us, keeping an eye on companies and industries beyond the classic CPG manufacturers may yield the most interesting information.