Regular users of social networks generally collect friends and followers on a one-by-one basis, then use those connections to share their opinions and links. These systems are based on trust and loyalty, and as such, they present a massive opportunity to marketers who want to encourage those traits in their customers.
In addition, because real friends trust each other, marketers try to insert themselves into those conversations by offering product discounts or cash when people mention brands in messages to their friends.
If clout is the new currency, in other words, it already has its share of counterfeiters.
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July 8, 2010
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