In a recent Forrester study (shown above), a referral from a friend scored very highly as a trusted sources of information when researching new purchases. Overall, it's also clear that information gathered from digital sources outnumbers traditional sources of information.
So why is "referral from friend or family" considered a digital source? It is because of where the conversation with those trusted "friends or family" happen -- they happen online, on Facebook. Instead of gathering around a water cooler, or calling up friends after work, people are more likely to solicit recommendations via a posting on Facebook. It is a quick and easy way to see what your friends think all at once.
But interesting trends present themselves when we look at the real influencers on Facebook and how they use the platform.
Both men and women average the same number of connections on Facebook, but women use Facebook more often by sharing activities and opinions on their Facebook Walls. And the manner in how various age groups use Facebook is different.
Those over 40 are more likely to share information on Facebook about interests, which in the Facebook world are products, recommendations and services. When buying something new, especially when related to a service oriented purchase, people have always preferred a recommendation from someone they know. A friend is sometimes the best sales person a company or brand can have. Placing a strong Facebook strategy in the marketing mix can turn people into brand advocates, which turns into new costumers.
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