Influence can be built in many different ways, from the quiet conversations in the corridors of power to the loud attention of celebrity.

Social media has introduced a new playing field and a new title: 'influencer'.

And while the names that dominate online might not have the same household recognition as traditional celebrities, their work generates hundreds of millions of views and billions of dollars every year.

Given their reach, are the people with the biggest voices online in a position to quietly, and not so quietly, change the stories of our society?

Olivia Yallop is the author of Break The Internet: In Search of Influence.