Brands such as Nokia are striving to create authentic interactions on social media that attract genuine advocates through honest communication, Tim Anderson writes. Nokia is working to get the word out about its Windows phones by loaning phones to influencers rather than giving them out, for example. "We don't give products to bloggers. We say you can borrow them for two weeks. It prevents the freebie hunters getting in charge, it means you get more honest reviews and it builds trust," said Thomas Messett, Nokia Europe's head of digital and social.

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