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This post was originally published on iStrategy Conference blog.

How times have changed. Influencers or brand advocates play a large role in every business today. Not only can they help build a business through social media, but they can also break one with a tweet.

Today’s businesses are approaching influencers to get reviews on a product they offer, promote an event or even promote a social media contest. Businesses know that they can’t just depend on one form of media such as PPC or media ads; they have to approach influencers to help spread the word. But keep this in mind: influencers are not part of the ‘media’ and their services are not easily accessible to every business out there.

According to Neilson Global trust survey back in 2009, only 14% of people trust ads while 78% of people trust consumers’ recommendations.

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