Nielsen research shows that social media has not only changed the way consumers communicate and gather on the Web, but also impacted content discovery. The research included an online panel survey of 1,800 participants fielded in August 2009 .
A segment of the online population uses social media as a core navigation and information discovery tool — roughly 18 percent of users see it as core to finding new information.
Socializers trust what their friends have to say and social media acts as an information filtration tool. Socializers gravitate towards and believe what is shared with friends and family. If your friend creates or links to the content, then you are more likely to believe it and like it.