Social media in its simplest definition is communication turned to conversation through technology. As word-of-mouth has always been one of the most (and in some cases, the most) persuasive tools in the path to purchase, manufacturers and retailers alike have cast a global-sized net vying for collective attention and trying to morph social media into earned media. What's been fascinating of late are three curious trends impacting socialized purchase behavior: the evolving role of Facebook in the shopping process, the redefinition of media influence and the way retailers are "out-socializing" brands in the mobile space.
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