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Social media marketing is about to explode. But as you rush to harness the viral power of blogs and social sites, be warned: Many of the consumers who are researching products don't trust these sites.
According to JupiterKagan Inc.'s August 2006 report "Viral Marketing: Budgeting Beyond Social Media," an estimated 20 percent of advertisers plan to use viral marketing in the next year. Unfortunately, the study showed that 69 percent of online users don't trust social media such as blogs and public forums.
There is some good news, though. Consumers are twice as likely to trust product information on a company website or professional review site. So why not use social media to feature the benefits showcased on these sites?
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