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“People go to friends instead of going to the traditional places for information. New content providers now have the same cachet as traditional content providers. Secondly, consumer generated content is its own animal. We need to learn how to harness consumer sentiment to understand it and how to make, and break businesses as well as what content is important in people’s lives.”
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People are indeed going to their friends to find information and are adapting to non-traditional suggestions. I know I do.

Understanding what’s important in peoples lives is the key! If we know what’s important and address the issue, no matter what the source, this is where we win. Thankfully, the social networks are providing useful information in this regard like we have never had access to in the past.