why businesses use social media (& how)

Why Businesses Use Social Media (& How)

Why Businesses Use Social Media (& How)October 23, 2014

@Pathik_Bhatt

Thank you Erin for inviting me to your 9am lecture. I remember how hard it was to get to my early classes, so thank you to all of you for showing up as well!1

agendaWhat is social mediaSocial media trendsWhy businesses use social mediaSocial media strategySocial media tipsQ&AResources

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Erin told me about your projects, so I tried to cater this presentation as a high level overview of social media for businessAnd included some examples from your respective companies where I could.

Here is what I want to cover with you today.What is social mediaSocial media trendsWhy businesses use social media and where social media fits in a businesss goalsSocial media strategy this is where well spend the most timeSocial media tipsQ&AResources

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What is social media?

3Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A

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What is social media?4

Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A

Its funny right? Sure this video might be trying to say that social media is making us anti-social But next time someone tells you that, show them this picture.Yes, I found that while browsing social media of course heh. If there is content to be consumed, we will consume it. Its just so much easier to that now.

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What is social media?Source: http://www.vtt.fi/inf/pdf/tiedotteet/2008/T2454.pdf5Social media refers to the interaction of people and also to creating, sharing, exchanging and commenting contents in virtual communities and networks.


So getting back to the question What is social mediaIts a combination of 3 things:Content, social networks, and the devices that connect us to everyone via the internet.Heres another way of putting it.Or much more simply

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What is social media?Source: http://www.slideshare.net/BarbraGago/why-social-media-is-critical-for-your-business6People having conversations online.Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A

Its just people having conversations online.6

What is social media?Source: conversationprism.com7


Now that said, there are so many ways to interact online with each other now.Probably a lot more than what youre thinking of.Heres half of a diagram showing places you can have online conversations. Here are some of the ones you might recognize.Notice how theyre categorized.7

What is social media?Source: conversationprism.com8


Heres the other halfI like that they have yelp and Amazon reviews are a huge part of the online conversation and greatly influence how people make decisionsYou can include any of these in your recommendations to your clients if it makes sense for them. Well get to how you can figure that out a little later.

Im curious, are any of you on LinkedIn?What made you get on there?

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social media Trends

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Registered & active users on the most popular social networks.Source: http://www.sociallystacked.com/2014/01/the-growth-of-social-media-in-2014-40-surprising-stats-infographic/


Lets look at some of the major social networks and their growthThe chart on the right shows the number of registered users on these sitesCompare those numbers to the chart on the left, which shows the number of active users. Does anyone notice anything interesting?Nearly all of Facebooks and Instagrams users are active whereas only a 3rd or less are active on Google+, Twitter and Pinterest

Ok next poll9

social media Trends

10Social media usage growth by age group.Source: http://www.sociallystacked.com/2014/01/the-growth-of-social-media-in-2014-40-surprising-stats-infographic/


I actually just friended my mom on Facebook about a year ago, and my did lives vicariously through her accountWhether we like it or not, our parents are on social, as of last May over 70% of all internet users were on social mediaNow Im sure that has increased even moreEveryone 18 29 has already been using social media since 2010 so theres nowhere for that group to grow, but look at the next two age groups theyre slowly climbing which explains why the younger generation wants to use other networksLike snapchat and Instagram

Ok, next poll10

social media Trends

11Social media usage by age group.http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/


So going back to the question of whether or not youre friends with your parents. 60 to 80% of your parents are on Facebook, but less than 30% of them are on InstagramAnd Im sure even fewer on SnapChatThe only sight where the younger group isnt the largest is LinkedIn Maybe all of you can get a jump start on your professional networking and beat your peers to the jobs in a few yearsLast question

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social media Trends

12How & how often we use social media.Source: http://www.sociallystacked.com/2014/01/the-growth-of-social-media-in-2014-40-surprising-stats-infographic/


1/6th of our lives is now spent on social mediaA quarter of us log into Facebook 5 or more times per day (Im definitely one of them)71% use social media on their mobile device. Is there anyone in here that doesnt?Its important to look at the data and trends when were trying to figure out how these tools are used because we have our own ways of using these sights that dont necessarily reflect how the general public uses social mediaWhen I first saw this stat about looking at facebook 5 times a day I thought wow, so 78 times a day is high huh?But its my job so I cant expect others behaviors to match. Look at research to understand audience behaviors.

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Why businesses use social mediaBusiness GoalsBusiness ObjectivesWhere social media fits inMetrics and KPIs


Now Id like to get into How social media fits into a businessInstead going straight to the social media strategy, we need to understand what the goals of he business areThen we can look at how social can serve those goals, and how to measure them with metrics13

Why businesses use social media14

Goals & Objectives > Social for Business > Metrics & KPIs

Thomas J Watson, the CEO of IBM who helped grow it into an Intl company, had this to say about business.Marketers had a lot of trouble justifying social media because they were tasked with closing sales on social media.Thats not the way to approach it. Lets take a step back and look at business on a broader scale before looking at where social media fits in.14


Start with the business goals and objectives. Strategy is last.Source: http://media.wiley.com/Lux/63/346863.image0.jpg?h=267&w=535Goals & Objectives > Social for Business > Metrics & KPIs

The biggest problem I see is that businesses want to jump straight to a social media strategy without considering the overall business and marketing goals.There are several steps that need to be taken before you get to a social media strategyStart at the bottom of this pyramid and work your way up to for the business, then for marketing and finally for social media.All of your companies will already have established their mission and core values, so well skip that for now.15

Why businesses use social media16Business goals can fit into these 4 categories:Service goals: related to improving customer service satisfaction or retentionSocial goals: related giving back to the community, philanthropy/volunteeringProfit goals: relatedincreasing profits by a certain percentage or amountGrowth goals: related to the expansion of the company

Source: http://www.inc.com/guides/2010/06/setting-business-goals.htmlGoals & Objectives > Social for Business > Metrics & KPIs

A business goal represents the overall targets your company wants to achieve. One way to look at Business goals is to consider what you want to achieve in these 4 categories:Service goals: related to improving customer service satisfaction or retentionSocial goals: related giving back to the community, philanthropy/volunteeringProfit goals: relatedincreasing profits by a certain percentage or amountGrowth goals: related to the expansion of the company

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Why businesses use social media17A Business objective is how you achieve your goal.Objectives should be SMART:S specific (address one thing)M measurable ($, %)A achievable (in current market conditions)R realistic (with your staff & resources)T time scaled (deadlines)

Source: http://www.inc.com/guides/2010/06/setting-business-goals.htmlGoals & Objectives > Social for Business > Metrics & KPIs

A Business objective is how you achieve your goal.Objectives should be SMART:S specific (address one thing)M measurable ($, %)A achievable (in current market conditions)R realistic (with your staff & resources)T time scaled (deadlines)17

Why businesses use social media18Examples of business goals (what the business wants):Increase revenue/profits Improve overall customer service satisfactionIncrease the companys social impact on the local communityGrow the size of the company

Examples of business objectives (how the business will achieve goals):Sell 1,200 units in 2015 Hire10 people for the customer service team by Q2 2015Increase total employee volunteer hours to 1,000 per month by March 2015


Examples of business goals (what the business wants):Increase revenue/profits Improve overall customer service satisfactionIncrease the companys social impact on the local communityGrow the size of the company

Examples of business objectives (how the business will achieve goals):Sell 1,200 units in 2015 Hire10 people for the customer service team by Q2 2015Increase total employee volunteer hours to 1,000 per month by March 201518

Why businesses use social media19Examples of marketing goalsIncrease market share for product XIncrease awareness for new serviceImprove brand recognition in the community

Examples of marketing objectives:Refer 500 new potential clients to the product X landing page each monthContact 100 prospects who use our competitors services in Q1 2015Publish 3 press releases and blog posts about employee volunteer work by July 2015


Examples of marketing goalsIncrease market share for product XIncrease awareness for new serviceImprove brand recognition in the community

Examples of marketing objectives:Refer 500 new potential clients to the product X landing page each monthContact 100 prospects who use our competitors services in Q1 2015Publish 3 press releases and blog posts about employee volunteer work by July 2015

Marketing wants to get as many people as they can to the top of this funnelAnd they want to make sure the people at the bottom of the funnel are well taken care of19



Thats where social media comes in. Social media can help achieve marketings goals by putting more people into the funnel.And by keeping customers engaged after the fact.Social media is the means to achieve marketing goals which are a means to achieving business goals.Please remember that when youre developing your strategy.

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Why businesses use social media21Metrics and Key Performance Indicators (KPIs)


Metrics are the things we can quantify in a business anything that we can measureThe time your employees arrive to the office everydayThe number of phone calls you get from customersThe number of followers you have on TwitterBut if no one in the company is measuring a certain data point, it wont get resources or funding.

Just think about if youre trying to lose weight. If you use a scale then youll know where you are in your goal and can adjust your activity based on that.Going even further now, people have fitbits and smartwatches that tell them even more data. That data is only useful though if someone is looking at it.

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Why businesses use social media22Key Performance Indicators (KPIs):Reflect strategic value driversDefined by executivesCascade throughout the companyAre based on corporate standardsAre based on valid dataAre easy to comprehendAre always relevantProvide contextEmpower usersLead to positive action

Source: http://www.gerke.com/documents/ten_characteristics_of_a_good_kpi_pd_dw.pdfKPI vs. MetricNet profit vs. Unit salesRevenue growth rate vs. RevenueReturn on investment vs. Ad impressionsCustomer engagement vs. FollowersRevenue per employee vs. Sales targets metCustomer lifetime value vs. # of customers

More KPIs: https://www.linkedin.com/pulse/article/20130905053105-64875646-the-75-kpis-every-manager-needs-to-knowGoals & Objectives > Social for Business > Metrics & KPIs

A KPI or key performance indicator is a metric that is more likely to be looked at by someoneIts is a more selective, controlled and actionable metric. Here are some of the things that make a good KPI & here are some examplesKPI vs. MetricNet profit vs. Unit salesRevenue growth rate vs. RevenueReturn on investment vs. Ad impressionsCustomer engagement vs. FollowersRevenue per employee vs. Sales targets metCustomer lifetime value vs. # of customers

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Source: http://www.smartinsights.com/content-management/content-marketing-strategy/googles-zmot-brilliant-or-bocks/Goals & Objectives > Social for Business > Metrics & KPIs

Here are some metrics put in the context of a buying cycle where content and social media is includedNotice that social media is heavy at the top when customers are exploringBut it also influences the decision makingIf a prospect has liked or shared your social media content, they might be more willing to buy from you When a customer completes their purchase, you want to use social to keep in touch with them thats another important use caseKeeping all this in mind, lets jump into the strategy23

social media StrategyAuditCompetitive AnalysisAudience & PersonasVoicePlatformsContent StrategyBudget & Resources24Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&A

The social media strategy consists of these sections you may find templates that have some different parts to it online if you just searchI have also included some links to templates at the end of this deck.AuditCompetitive AnalysisAudience & PersonasVoicePlatformsContent StrategyBudget & Resources

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social media StrategyAuditThe goal of the audit is to understand where you are today so you can measure the impact of your recommendations. Sample Template: https://docs.google.com/spreadsheet/ccc?key=0AhO_gyaQUNXUdDVFbnBRRDktMm91VlU3VEZWU2Fvc0E&usp=sharing

25Things anyone can see:Sites usedFollowersLast activityPost frequencyContent type

Account access required:Referral trafficClicks/postPost reachMost active followersMost effective content

Audit > Competition > Audience > Voice > Platforms > Content > Resources

Before you do anything, you want to audit where you stand so you can measure the effect of the work you didFor your project, you may have to stick to the things that are publicly visible But you might consider mentioning that your client should review the other metrics in your recommendationsIn practice, the client will generally grant you access to their accounts so you can do a full audit25

social media StrategyAudit

26Wildfire: https://monitor.wildfireapp.com


Although you may not be able to get everything without having access to accounts, theres still a wealth of info availableHere is an example from one of the clients your class has picked I added their Facebook page to a tool called wildfire which is linked here and it shows me the growth in page likesI noticed there was a sharp increase in the growth of likes after August 5, 2013.Fortunately for us, you can go on any Facebook page and look at their history (unless they deleted the posts). I went back to August 2013 and saw this post where they were promoting their giveaways. That must have been popular but they sustained their growthSo find out what theyve been doing differently since then to get the better results.You can also use this too with Twitter, which well look at next.26

social media StrategyCompetitive Analysis

Find their competitors: http://www.hoovers.com

Compare social accounts: Visit their social media pages to see types of contentUse comparison tools: https://monitor.wildfireapp.com

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Doing a competitive analysis helps you understand 1) what is working for others2) the types of experiences your customers are used to3) how difficult it is for you to succeedI like to use Hoovers to research a company because it quickly tells you your competitorsThen you can plug in the companys social networks into comparison tools.27

social media StrategyCompetitive Analysis

https://monitor.wildfireapp.com

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This is a screenshot of the wildfire tool again now showing Forever 21 and its competitors on TwitterNotice how April 2011 was the last time Forever21 had the most followers, after that H&M took over it might be worth understanding why that happenedLook at how much Aeropostales followers have grown by in the last 3 months 55%! They must be doing something worth looking into.Now all of this comes with the caveat that we are just looking at followers and that is not a KPI it is just one metric that might help us understand what will help these companies reach their business and marketing objectives.

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social media StrategyAudience & Personas

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Who can name all of these brands?No one can because theyre all meant for different audiences. These are all GM brands, but they offer different kinds of vehicles at very different price points.Its important to identify the audience is so you can tailor your message to them and reach them via the right marketing channels. As we saw in that huge social media circle graphic there are so many different sites you have to know which ones to use.

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social media StrategyAudience & Personas

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How to Create Personas: http://blog.bufferapp.com/marketing-personas-beginners-guide


Create personas for your brand to help you solve the right problems for your target customers. A persona is the difference between were targeting 65 year-old males in Indianapolis and Our Cadillac will be the perfect step up for John, a sales executive who lives in Fishers and frequently drives to his clients offices all over the Midwest. Hes looking for power and comfort for his long drives, and the luxury to match his and his companys success.When the customer feels like you understand them everyone wins.Theres a link on this slide that will guide you on how to do that.30

social media StrategyVoiceFigure out how you will say whatever you post on your social networks.PersonalityToneLanguageContent

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How to create a voice: http://www.slideshare.net/rosiesiman/your-brands-social-tone-of-voice-how-to-create-a-unified-voice-in-social-media


After you know your audience, you need to determine you voiceHow you will say whatever you say onlineThe voice consists of your personality, your tone, the type of language you use, and it drives the contentHere some more descriptions of what a voice should and shouldnt beAnd you can also explore the link below for more details

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social media StrategyVoice

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On the left we have Taco Bell, and on the right is Chipotle; notice the differenceBoth know their brands well, and understand their audienceTaco Bells social voice is playful, fun and passionate about its fans you might even call it saucy (sorry)Chipotles tagline is food with integrity you can see that theyre serious and enthusiastic about their causes, and participate in relevant discussions. Their companys social media voice is supportive and engaged with real conversations people are having.

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social media StrategyVoice

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Samsung is unapologetic about going after Apple. They are willing to go into battle publicly. They are techie and about the features.Apple is all about itself. It is all about style and being cool and seemingly innovative. Theyre not worried about anyone else.Both of these companies behave very differently on social media because they have such different voices.

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social media Strategy Platforms/networks

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http://www.gm.com/company/social_hub.html


Now, moving onto Platforms. We can go back to GM to see how they approached it. So you can see here that not only are they using different social platforms for each brand, but they have multiple accounts for each car model as well.Notice how the Corvette and the Volt have a Facebook and Twitter, while other models dont. Buick on the other hand has a blog which they probably felt as necessary for their rebranding efforts.How do you go about picking the right platform?34

social media Strategy Platforms

35Source: http://digiday.com/platforms/why-pinterest-is-still-a-predominantly-female-platform/


We can go back to our platform-specific data from earlier in the presentation to see who uses those sites;Then compare those populations to your target audience and personas. You want to be where your audience is and that by the way is the primary reason every business wanted to get on social media in the first place.35

social media StrategyContent StrategyDetermine how you want to manage your content within the company.

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Now we have our audience, our voice, and our platforms time to put it all together into one large content strategyYoull need to figure out how to manage and create all of the content youll be using on the social media sites, your blog and websiteIf its a small company, which none of your clients are you can get away with a decentralized structure where everyone can post on your social channelsWhen you get to these large enterprises like your clients, youll need teams and processes in places to manage social media and content

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social media Strategy37

Content Strategy


Another part of the content strategy is determining how to make full use of all of the content you have.You should only post the content that make makes sense on each social site, but try to repurpose everything that you createThe example on the left shows how you might repurpose a Google Hangout or Webinar into smaller videos for Youtube or just use the audio in a podcastThe one the left shows how you might consider your website as the hub of your content, and then share different types of content via the specific platforms. Alternatively you can put your blog in the center, and then take excerpts from it for social media. It will depend on where you want to send your audience.37

social media Strategy38Content StrategySet guidelines for your marketing team, all employees and even your customers.


Source: http://corporate.walmart.com/social-media-guidelines

After youve decided how you want to manage social media contentCreate guidelines for your marketing team, the employees in the company and even your clientsWho should post what where?What types of information is off limits?

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social media Strategy39

Source: http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/Content StrategyUse a content or editorial calendar to plan your posts in advance. Customize it to include the platforms you selected earlier in the process.


A key part of a content strategy is an editorial calendar something Im actually working on right now for my departmentThis will help you provide structure to your content and enable you to plan in advance.Although planning ahead is important, you also want to have people available to respond in real-time.Remember, social media is a conversation.39

social media StrategyContent Strategy

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Finally, were back to the metrics and KPIs. Youll want to determine them as a part of the content strategy so you can track the success of your campaignsThe content you publish on your site, blog and social media should help you achieve 3 things:Increase your reach, increase engagement and increase conversionsThere are a lot of specific metrics here that you can look at Ill leave it for you to look at later as Ill be giving this deck to Erin to share with you later.40

social media StrategyBudget & ResourcesFind out how much money you have for social media marketing.Usually there is already a marketing budget assigned to social/content marketingOr you get to recommend a budget based on your needs and goals

Either way, you have to figure out how much money goes towards the following:People marketing manager, social media manager, marketing associate, interns, etc.Content Internal or outsourced (agency) writers, graphics designers, photographer, etc.Tools social monitoring/listening, post management, analytics, etc.Advertising paid/boosted posts, ads to content, remarketing, etc.

41Audit > Competition > Audience > Voice > Platforms > Content > Resources

There are usually 2 ways you find out how much money you have for social media:There is already a marketing budget assigned to social/content marketingYou get to recommend a budget based on your needs and goals I said you get to because this is the better option, and Ill explain why.

Either way, you have to figure out how much money goes towards the following:Everyone talks about social media being a free marketing channel, but they forget about the people Unfortunately, I do ask the school to pay me to tweet and share things on Facebook.People marketing manager, social media manager, marketing associate, interns, etc.Content Internal or outsourced (agency) writers, graphics designers, photographer, etc.Tools social monitoring/listening, post management, analytics, etc.Advertising paid/boosted posts, ads to content, remarketing, etc.

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social media StrategyBudget & ResourcesTie your social media strategy back to your companys marketing and business goals:Return On Investment (ROI)

Calculate how many fans you need to reach and refer to the site to breakeven.Allocate the time and money needed to capture this data so you can actually report on it. Thats the only way youll prove your worth.

42Audit > Competition > Audience > Voice > Platforms > Content > ResourcesBudget $ 100,000 Average order value $ 100.00 Margin $ 50.00 Orders needed 2,000 Conversion rate5%Visits needed 40,000 Click-thru rate (CTR)2%Impressions 2,000,000 Social Reach20%Fans 10,000,000

Tie your social media strategy back to your companys marketing and business goals:Return On Investment (ROI)

Calculate how many fans you need to reach and refer to the site to breakeven.Allocate the time and money needed to capture this data so you can actually report on it. Thats the only way youll prove your worth.This is obviously just a simplified version of an ROI calculation. Every channel will have unique conversion rates and referral rates. Youll need to figure out the best way to

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social media Strategy

43Audit > Competition > Audience > Voice > Platforms > Content > Resources

Its very difficult to know for sure which channels will work best for your audience without trying. Snapchat, Pinterest and Instagram didnt even exist 5 years ago now we use them everyday.You have to test and measure your efforts to figure out what actually works people start and stop because they dont measure.I recommend that you design several test campaigns for your clients that make use of several social networksInstead of a separate strategy for each network.Set a time limit: if you dont like what we see in 3 months, change it.43

social media tips: Dos & dontsDont use the same content on every social network. Make it native.Dont interrupt your customer. Give them what they want when they want it.Dont keep asking your customers for the sale. Provide value first.Dont operate in your own industry bubble. Leverage pop culture when it fits.Dont think of social media as a blog. Create micro-content for quick consumption.Dont just do social for the sake of doing it. Be consistent and intentional.


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social media tipsDont use the same content on every social network. Make it native.

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Instagram users expect good photography or something artistic. Nike delivers the right type of content here with a short message that is easy to digest and it matches scene in the photo.45

social media tipsDont interrupt your customer. Give them what they want when they want it.

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Nike fan tweets her workoutNike responds with a question that might make me go why do you care?But here it works, this person is looking for interaction by sharing her workout, and a business delivered it to her firstThen her friend (or acquaintance) joined the conversation as well.

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social media tipsDont keep asking your customers for the sale. Provide value first.


Nike is delivering value to its followers on vine by providing different exercises.Sure the person exercising might be wearing all Nike gear, but thats not emphasized.47

social media tipsDont operate in your own industry bubble. Leverage pop culture when it fits.

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Usually Nike keeps their soccer content in their soccer account so youre reaching people who they know are interested in soccerThe main Nike account Retweeted their soccer accounts tweet because everyone was paying attention to the world cup this year, and Donovan became a household name. They know what will work with their audience.48

social media tipsDont think of social media as a blog. Create micro-content for quick consumption.


Some of the reasons why it works:You recognize the face as your scrolling through your appYou see the logoTheres one simple line of textBam you see it, you smile, and then you move on.49

social media tipsDont just do social for the sake of doing it. Be consistent and intentional.


Nike is using the same photos, but repurposing them for the channel appropriately And every social post that is part of this campaign is tagged with the same hashtag #werunsfThis makes it easy for people to find related content and participate in the conversation50

Recap51Social Media Defined > Social Trends > Why Social for Business > Social Strategy > Tips > Q&ASocial media Online conversations.Social media trends Every channel and network has a different audience.Why businesses use social media Thats where the customers spend their time.Social media strategy Create a plan to succeed based on marketing goals / ROI.Social media tips Understand each channel. Be intentional.

Nike is using the same photos, but repurposing them for the channel appropriately And every social post that is part of this campaign is tagged with the same hashtag #werunsfThis makes it easy for people to find related content and participate in the conversation51

Questions? Contact PathikEmail: [email protected]: @pathik_bhatt

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resourcesSocial Media Strategy:http://www.business2community.com/social-media/build-social-media-strategy-template-0764315http://blog.hubspot.com/blog/tabid/6307/bid/2989/Inbound-Marketing-vs-Outbound-Marketing.aspxhttp://www.optimizesmart.com/9-point-checklist-for-conducting-a-social-media-strategy-audit/

Social/Digital Marketing Experts https://www.garyvaynerchuk.com/ - Read Jab Jab Jab Right Hook & Thank You Economy.http://www.sethgodin.com/sg/http://www.toprankblog.com/2014/01/linkedin-social-media-experts/

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resourcesSocial Media Tools:http://www.convinceandconvert.com/social-media-tools/the-39-social-media-tools-ill-use-today/http://www.socialmediaexaminer.com/29-social-media-tools/http://time.com/2891730/best-social-media-tools/

Content Marketing Blogs:http://contentmarketinginstitute.com/top-content-marketing-blogs/http://radius.com/2014/03/31/25-best-marketing-blogs-2014/http://www.getspokal.com/top-7-content-marketing-blogs-to-read-in-2014/

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resources2015 Digital/Social Marketing Predictions:http://www.cmo.com/articles/2014/5/2/_21_digital_marketin.htmlhttp://www.toprankblog.com/2014/05/digital-marketing-2015/http://www.offerpop.com/resources/blog/10-marketing-predictions-2015-beyond/

Stats about Social Commerce/Reviewshttp://www.bazaarvoice.com/research-and-insight/social-commerce-statistics/http://www.localresults.com/importance-of-online-reviews-with-faqs-statistics/http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-164565

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