customer-reviews-increaseAs leading proponents of “earned media”, we’ve all fretted about the value of user-generated content and the “brand advocates” who produce it. But new studies indicate that informal user reviews have even more power than we thought—especially when shared on social.

A Stanford Graduate School of Business researcher tells The New York Times that “the power of marketers is being undermined” by the trend.

This could be a good thing in some ways, though.

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