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2011 SOCIAL MEDIA MARKETING INDUSTRY REPORT

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2011 SOCIAL MEDIA MARKETING INDUSTRY REPORT

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Trust is complicated by the lack of consistent communication techniques and expectations. As Saville-Troike (1982) noted in reference to physical interactions, differing notions of communicative competence create misunderstandings; this also applies online, although the likelihood of differing communicative expectations is greater. Messages are often misinterpreted, resulting in flame wars or otherwise unnecessary arguments. Yet, assessing a situation for communicative norms requires the ability to determine interpersonal context; online, other people are difficult to see. Just as presence is difficult to ascertain, so are the cues that people tend to embody. Context takes on a different...

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