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A new Nielsen research study provides powerful proof that "expert content" strongly influences consumer purchase plans. According to the report “The Role of Content in the Consumer Decision Making Process” commissioned by inPowered: “Results of the in-lab study show that expert content — credible, third-party articles and reviews — is the most effective source of information in impacting consumers along all stages of the purchase process across product categories.”... 
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Argyle Social is on a mission to help marketers drive meaningful business outcomes through social media marketing.
[Great insight into maximizing social media engagement: - marketers post when they're at work instead of one their audience is online - on Facebook, marketers get better B2C engagement on weekends in the evenings - on Twitter, marketers get better B2B engagement on weekdays during the day.
More insight on this excellent infographic ~ Jeff]
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From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond. As outlined above, Altimeter calls this area of overlap "converged media" because it's a convergence of different media dynamics coming together. If you ask me—from a marketing perspective this is the future of what, to this point we've called "social".
Paid? Earned? Owned?
All of the above. A social platform merely powers the engine and the above could have all been done in a mobile context....
Jeff Domansky's insight:
David Armano offers an interesting model of "converged media" which he says really is what we're doing today in social PR.
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Politicians and celebrities love Twitter and have found that one tweet can cause a storm of sharing. It can enhance (or destroy) their personal brand and Politicians can get their ideas out instantly.
...If you take the time to get to understand Twitter with its quaint 140 character limit and its charming simplicity, it can be a very powerful tool to distribute information and ideas in real time to enhance your marketing and promotion efforts.....
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If you're a PR or content marketing strategist, you'll want to take note of what content converts. And then, share it with your CEO.