We value opinions of our friends. We often meet these friends, talk to them or chat with them. They probably know my preferences and I know some of theirs. It helps to know what they bought, liked and if yes, why they liked something versus say another alternative. We seek opinions about movies, schools, products, travel and almost everything we care about. This weekend I shared my purchase decision and several parameters that influenced my purchase of a flat panel TV and I sought opinion from a friend on purchase of an insurance policy. In general, for all complex purchase decisions which have an element of risk (either monetary or emotional) we seek opinions.
Social networking over the web has helped me connect with colleagues, classmates, business associates and also personal friends. It helps to maintain relationships even at a distance, across geographies, and also be a silent participant in our journey of life, together and yet, distinct from each other. I recently saw one of my friends seek opinion about a laptop purchase while movies get debated on why someone liked it or not. I also see comments on new product launches, for example, iPad and this helps shape opinions of passive listeners as well as the active participants in the discussion.
Web as the medium helps me get into a conversation without being intrusive. It is easier for me now to pop the question and have my friends comment on it. For example, a telephone call to seek opinions may be considered an interruption in my friend's daily life and I may not want to call 300-400 friends which I have on FaceBook or any other networking site.
Social networks continue to shape our life. I can't really imagine a life without them anymore. They now seem integral part of our life - how can anyone live without them !! I continue to learn and explore how social networking will evolve and influence purchase decisions. Do share your insights.
