Consumers do not depend upon marketers to form their opinions of brands. They trust peers. All the media weight in the world cannot beat or buy trusted opinions. There has been extensive research from multiple sources that proves this to be true. Advertising on a Social Site is the same as advertising on any medium - it's advertising. Building trust by enhancing consumers' lives with information and tools to make their decision process easier to make and share with others is how social media impacts sales. Social Networking is the primary way that people stay connected with peers. It works, it's proven and a study that says consumers don't go from social media sites to retail is naive in its purpose and questioning. Do consumers believe advertising? No. Do they believe their peers? Yes. What is the primary way they stay connected to the majority of their peers? Social Networking.

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