This article explains why we should identify the influencers within our orgnaisations and use their networks to help spread the messages we are trying to get out to everyone, especially when it comes to change.
It's pretty obvious really, but the interesting point it highlights is how these people are similar to the influencers in social media circles and we can use their influence in similar ways. Of course we shouldn't manipulate them, we have to respect their influence and use it positively.
Seek out the influencers in your organisation and get them on board to get your message out effectively.