With its connections to family and friends and personal experiences, Facebook is the most trusted product review platform, according to a survey from Social Media Link, the marketing firm.
Sixty-eight percent of respondents indicated they trust Facebook for product and service recommendations, according to the survey of 10,337 active social media users. Less impressive is that Facebook's trust level is close to the 63 percent who trust blogs and retail websites.
But Facebook is tops by a notable degree among other social networks. Pinterest was trusted for product reviews by only 56 percent of respondents, YouTube, 51 percent; Twitter, 41 percent; and Google+, 41 percent.
Exploring the trust factors around reviews offered some insight as to why Facebook ranked so high:
Eighty-six percent agreed that reviews/recommendations by close friends and family have an impact on purchase decisions. Forty-two percent were swayed by an acquaintance, 39 percent by blogger reviews and only 11 percent by a celebrity review;
"There is a fantastic opportunity for marketers to leverage brand advocates to share their own brand experience with their unique social circles to influence purchase and mobilize this effort to help scale it," Jordan Herrmann, marketing director at Social Media Link, told ClickZ.
How effectively are marketers tapping into the trust factor associated with Facebook relationships to develop brand advocates and drive sales?