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With social media now mainstream, we're experiencing a surge of consumer influence from "social shopping" and online word-of-mouth marketing. 53% of those on Twitter have recommended companies and/or products in their tweets and almost as many voice an intent to buy those products or services. It makes sense: consumers trust online reviews by other consumers much more than the messages coming directly from companies and brands themselves. On top of that, review sites (like Yelp) are popping up almost daily—and 70% of online shoppers trust opinions of unknown users.