Lightspeed Research released research last week that showed an interesting trend in what sources for information about purchase decisions U.S. internet users trusted most, as reported today in eMarketer.
As most other surveys over time have shown, you rely the most on the center of your social graph — family and close friends — for information about potential purchases.
As the web has expanded our social graph with networks of connections and associations, we’ve responded by expanding the universe of people that we trust. The fourth most-trusted source in the Lightspeed study was “A good contact on a social network,” ranking equal to neighbors.
Bloggers ranked more highly than traditional journalists and at the same level as a store assistant.
The ranking shows the value of two new marketing strategies leveraging social media: Building a social graph across social media platforms for your brand and establishing open contact with influential bloggers in your market space.