In today’s world what people say about your product and your brand online has a huge effect on your prospect’s buying decisions, especially with the rise of social media and the number of people looking to social media outlets for an insider’s opinion before making their purchasing decision. Many marketers see this as a way to increase business and are willing to pay large sums of money in order to locate these influencers. Not only are these influencers loyal customers but they have already purchased and used the product(s). Websites such as Angie’s List is one example of public forums where people can discuss their experiences from the services provided to them. Some of you may wonder, “How can you take advice from a complete stranger?” but the truth is customers rely on the opinions and insights of those who have experienced the product or service. Many of these influences are exponentially boosted through tweeting and reposting on social media outlets such as Facebook and LinkedIn by these online influencers. Once again I cannot stress the importance of using social media to your advantage as it will prove beneficial in increasing the response rates of marketing campaigns. It is an inexpensive and cost efficient tool and a great way to spread the word about a company and the products or services they offer to consumers.