A study indicates social media is one of the most powerful tools for influencing consumers, as more than half of those surveyed say information from a company representative is better than information from a company Web site. Seventy percent of consumers visit social media sites to get product information from a company representative, higher than the number who reported using company Web sites, wikis or review sites to get the same information. Two-thirds of customers said they'd pass on what they learned to others.

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