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The networks and communities that can now be accessed are broader and richer terrains than they’ve ever been before, because the opportunity to connect immediately with people and the information that they have to offer has improved exponentially in this digital age. A recent study by Social Essentials, ComScore and Facebook’s new social media research platform says that, “a Facebook analysis of top 100 brand pages reveals that for every fan there are an additional 34 friends of fans that can be reached. This multiplier was found to grow even larger when one looked beyond the top 100 brands.”2 This means that when asking a question, setting a challenge, seeking feedback by casting for it out into the lake of ideas, that it’s not just about what you catch, it’s also about the ripple effects.
It is estimated that a Top 100 brand network has the potential to reach nearly 232 million people. That network can include internal employees, customers, vendors, prospective customers and all of their associated communities.
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