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Social media business is just about brand & advertising, right? The author thinks there's a whole lot more to it. It's about a profound change in customer behavior driven by digital communication - and they think financial services firms should be taking a close look at what social media services can do for them. Social media needs a financial infrastructure; some of the financial services will be based on collaborative technologies. This white paper analyses the phenomenon and looks in depth at social lending to understand the behavior of active Internet users.
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