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'The Face-to-Face Book' Is Eye Opening

Why word-of-mouth advertising is often more profitable

Companies spend millions on social networking without anb understanding of how it affects the market. For the Face to Face radio piece on businesses and social media.

Companies spend millions on social networking without an understanding of how it affects the market. — Photo by John Lund

There's no denying the impact of social media; Facebook alone is nearing 3 billion worldwide users, trading photos and funny comments. But what about businesses? While companies have rushed to capitalize on the frenzy, two curious consultants are finding after six years of extensive surveys that even business biggies such as Apple and General Mills have been best served by a more traditional approach to advertising — talking to people. In this episode of Prime Time Radio, Brad Fay, of the Keller Fay Group, explains his and partner Ed Keller's findings in the newly published The Face-to-Face Book.

See also: How social media can hurt your job search.

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Little-known fact: Adults 65-plus are adopting Facebook faster than any other group.

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