Social Media Study: Facebook a boon to brands in crisis The personal nature of the social media platform is a powerful persuasive tool, researchers found. By Kevin Allen@kevin_j_allenNov. 21, 2013 SHARE Ragan Insider Premium Content To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.