Using Social Media as a Research Tool

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Nielsen found that 18% of online visitors (at least from their sample) use social media as a discovery tool aka as research tool. I know I do it. It is a way to find "hidden gems".
http://blog.nielsen.com/nielsenwire/...ent-discovery/
So what do you think? I am very big into finding so much wealth and gems in user generated content. It is a great way of conducting preliminary qualitative research.

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