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Winning Over the Skeptics

Is social marketing really worth it?

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This story appears in the April 2007 issue of Entrepreneur. Subscribe »

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 ": 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.

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