Social media empowers consumers by giving them a voice. If I am contemplating buying a new product I know nothing about, I ask people I trust about it… but if they do not know where could I turn? Before social media, the next natural step may have been the store, but now a person could just look up what people are commenting about the product using Facebook. This empowers customers to give nonbiased feedback on products they have used and receive the same feedback to use for products they wish to learn more about. For example, this camera already is generating feedback from customers.
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