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Greetings Leora,
I believe it depends on the site or network you are targeting. If we take Facebook as a case study, I would say it is completely ineffective. Nevertheless, I cannot deny the fact that other social networks such as Twitter, changed many things in our industry, being news coverage and information collection, especially regarding sensitive information. For example, I remember in the old days we used to wait weeks for a certain audio or video speech to be posted somewhere. Nowadays, news is spreading like wildfire. Again, I think it depends on the site you are targeting and the information you are looking for. I hope that was helpful in some way.
Thank you.
