Spinning friends, influencing people.(THE BACKLOT)

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I don't normally draw inspiration from Lady Gaga, but I was intrigued last week when she announced she had become "a student of the sociology of fame."

Her timing is spot on. The "sociology of fame" is undergoing some fascinating convulsions of late. Indeed, several studies have prompted me to ask myself some basic questions: Am I fulfilling my potential as an "influencer"? Should I aspire to become the biggest twit on Twitalizer??

Let me explain: It seems there's a growing herd of overcaffeinated people who are becoming instant celebrities through their activity on the social media. And companies are rewarding these so-called …