Some years ago, in a previous role, we brought in Telstra's director of capability and innovation to address staff.

It was about engaging and preparing our team for the digital shift that was occurring and continues to occur across the modern media industry.

Yet one of the points in Michael's presentation really stood out. He had an exact figure for it (and I forget what it was exactly - editors are not great with numbers) - the overall message was clear.

He said in the not too distant future, a large portion of people would be working in jobs that haven't even been invented yet.

He's right.

The power that is social media has actually now created a whole new workforce.

Recently, my nieces posted a photo on Facebook of themselves in a UK cafe with a young man who looked like he came straight out of One Direction.

Suddenly, their Facebook feed was crammed with envious young people - mainly girls - jealous about their brush with fame.

So who was this guy? He must have been a rock star, surely.

Well, after some investigation it turns out he was a bloke named Joe Sugg.

Now this editor is guessing most of you reading this would have never heard of Joe Sugg.

Joe Sugg is a UK-based vlogger.

Yes a vlogger.

Not a blogger, a vlogger.

What is a vlogger, you ask?

He blogs, but with video.

He vlogs.

Joe Sugg launched his YouTube channel, Thatcher Joe, in November 2011 and he has about 5 million followers and has had more than 340 million views since.

Joe Sugg is a professional influencer.

In fact, his YouTube fame has made him a rock star - he was part of the Band Aid 30 last year, which released Do They Know It's Christmas?

Earlier this week, we had some discussions with Destination Wollongong, which next month will unleash some of the nation's top "influencers" to expose the wonders of this region to their many social media followers.

We will join in and will ask readers to support the campaign as well.

Yes, even you can be an "influencer".