What drives brand influence via social channels?

What companies write about themselves on social media is nearly as influential as recommendations of friends, writes Steve Olenski, citing Market Force findings. That connection may come about because many consumers flock to the social presences of companies that offer tangible benefits such as coupons and discounts, a mark of brands "beginning to understand that it's not just content for the sake of content," he writes.

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Are Brands Wielding More Influence In Social Media Than We Thought? - Forbes

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