Content is all around us every day. Some of that content is interesting and engaging. Other content pieces just fly by us, doomed to be ignored. As a simple test of this point, ask yourself, which type of content are you more likely to click on:
An alert in your RSS feed that Brand Z has just published a new report on the effectiveness of its widgets in solving problems you may or may not have.
A comment and a link in your LinkedIn or Facebook feed from someone with whom you interact regularly about an interesting new approach by Brand X to solving a problem you may or may not have.
I am going to guess that only Brand Z’s marketing director would be likely to choose Article A.
It is hardly revolutionary to say that social recommendations drive our brand interactions. This is not a new phenomenon, and one could argue that it represents the entire value of social marketing for businesses.