Consumer-based word-of-mouth (WOM) information is viewed as the most reliable source of information about brands on social networking sites: 38% of social networking users say posts from other consumers are most credible, followed by posts from brands themselves (32%), according to a survey from InSites Consulting.

Information posted by journalists (7%) and marketers (3%) is viewed much less favorably.

Although 44% of social networking users say a brand's posting about itself is credible, fewer US consumers overall (37%) say the same.

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