More and more people are getting on social media—it’s become a mainstream form of communication. With Twitter, Instagram, Facebook, and dozens more, social media has become a key platform for digital marketing. One aspect of this format that many underestimate is so-called User Generated Content (UGC)—there are great volumes of it, and some types (especially reviews) are highly influential in consumer purchase decisions. A 2013 Nielsen Survey has some interesting stats: among the approximately 30,000 respondents, 84% trust and take action based on recommendations from friends and family, and the second-highest influence at 70% is online consumer opinions. The tide has turned from traditional marketing channels to user-generated social media, so it’s time to leverage what your users and consumers are saying.