From my Forbes.com blog The New Persuaders:
To hear Facebook tell it, its Sponsored Stories, which let marketers tap people’s comments or “likes” of products to create an ad for their friends, are the future of advertising. And they’re apparently doing quite well for the social network.
But when it comes to technology products in particular, which account for more than a fifth of online advertising, friends, social networks, and even any kind of advertising all rank well below articles by experts in the field when it comes to consumers researching what to buy. That’s according to a recent survey by tech blog network NetShelter Technology Media, for which audience tracker Crowd Science polled more than 1,000 people on 74 tech blogs such as 9to5Mac, Crackberry.com, and MacRumors.
Some tidbits from the survey:
* 85% of respondents said the most useful and influential online content when they’re considering buying tech products are articles, reviews, blog posts, and videos by experts. That’s far more than 35% who cited brand content, 33% who trust family and friends, and just 6% who are most influenced by advertising.
* 70% of people said they don’t turn to Facebook, Twitter, or other social media when they want to buy a tech product. Only 9% consult a Facebook brand page, 4% consider brand “likes,” and 8% pay attention to likes or recommendations from Facebook friends.
* Email is the preferred way 69% of people like to share articles and reviews, while 37% use Facebook, 15% use Twitter, and 20% use LinkedIn. …
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