What about trust as a factor in engagement? According to this survey http://tinyurl.com/3jcxjj http://tinyurl.com/3jcxjj recommendations from friends are truste

What about trust as a factor in engagement? According to this survey http://tinyurl.com/3jcxjj http://tinyurl.com/3jcxjj recommendations from friends are trusted more than any other source of information. This is what people are looking to exploit with the social graph. Facebook beacon was an early clumsy attempt. If you can persuade people to pass on your message to friends you will significantly increase the response rate. An example of this in action is at the end of this article on Duncan Watts http://tinyurl.com/3pgps7 http://tinyurl.com/3pgps7 " Typically, people ignore this "share with your friends" pitch. But Watts and Peretti included technology called ForwardTrack, which displays the route the ad travels once you've forwarded it. This turned ad forwarding into a piece of social cartography. People would pass the ad specifically to those friends most likely to keep it moving. It became a Facebook-like contest to sign up the most friends. "