According to a new study from Canadian research firm Pollara, self-described social media users put far more trust in friends and family online than in popular bloggers, or strangers with 10,000 MySpace "friends."
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Trust in Peers Trumps the "A-List," Study Finds
The question of targeting super nodes vs. smaller groups is all coming down to trust. While the marketplace - both marketers and publishers - continue to focus on reach, they are missing the big picture. Trust is by far a more important metric, one that clearly rules when it comes to influence.
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