The recommendations of our friends and colleagues have always been one of the most influential drivers of sales. The same is true online. Consider the research:

• When asked what sources “influence your decision to use or not use a particular company, brand or product,” 71 percent claim reviews from family members or friends exert a “great deal” or “fair amount” of influence. (Harris Interactive, June 2010).
• Ninety percent of consumers online trust recommendations from people they know; 70 percent trust opinions of unknown users. (Econsultancy, July 2009).
• Fifty-three percent of people on Twitter recommend companies and/or products in their tweets, with 48 percent of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010).

We all have limited time. Relationships are a way to help us quickly figure out what is most relevant and trustworthy. Our friends and the online community are helping us make decisions. More>>