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We have built our company on what we hope are innovators and WOM is typically the best way we found of finding them. Whether they try or not they get a following even if they are not really participating online. Often they are too busy with their own "stuff" to promote and even participate outside of their own small network.

It's an interesting question Valeria - I wonder whether the best innovators are the best on social media? It may not be, the best innovators may be as hard to discover in social media as they are in other avenues, just by their nature. Thought provoking idea though...

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