More than half the people on the Internet get information through friends and family, Yi said. That type of information is increasingly relevant because it influences decisions. For example, 60% of jobs are found through friends, and 90% of people say they trust their friends for music recommendations, rather than critics.
Thus, Facebook engineers built WOM features into Stories. The new feature allows marketers to create ads from member actions. Yi said the social formula is simple: someone experiences and another notices the experience. The technology and communications channel haven't been available to analyze the buzz.
