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A group called the Social Media Advertising Council is trying to determine how much a "friend" is worth to brands online (in measurement terms, of course). The group’s acronym, SMAC, is not very friendly, but they plan to meet every quarter and hold bimonthly conference calls, so things could get chummy fast. Their quest seems harmless and will probably yield some completely arbitrary — oops, I mean, thoroughly researched — facts and figures, similar to the undeniable assertion that word-of-mouth
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