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"they don't share stuff that makes them look like perverts"

"People don't share nudie pictures," according to Andy Wiedlin, chief revenue officer at BuzzFeed, who observes people want to share stuff that makes them look clever, altruistic, etc. -- "they don't share stuff that makes them look like perverts."  This observation was by way of encouraging marketers to embrace user-generated (and shared) imagery, since, contrary to brand execs' fears, there's actually a lot of what might be called self-policing in terms of the content that is shared.

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