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The dark side of social media comes from its simplicity. It is super easy to launch something, and very easy to exaggerate your point of view. More and more consumers believe that new blogs or videos posted online are real if they "Look real." Accordingly, there is an expectation from consumers that companies are using personal media to communicate more authentically with them. As companies start to fail this trust by using personal media covertly for marketing or advertising, critics are coining terms like "Flogs" and "Astroturfing" to symbolize this emerging dark side of social media.
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