5/6/2013

The online media landscape is shifting to include more amateur-created content, so marketers are turning to influencers to spread messages more than ever before, writes Michael Serazio. While guerrilla marketing campaigns have long turned to the in-crowd to spread word about a brand, social media offers a space where messages can spread quickly and authentically. The question is whether these social media spaces remain valuable to consumers who would otherwise be reluctant to engage with a brand, he writes.

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