In a recent Gallup Poll, sales professionals were ranked lower on honesty than members of Congress. This exemplifies why consumers are increasingly looking to their peers, rather than companies, “gurus,” and other experts for advice on what to buy, eat, listen to, read and watch.
Amazon, for example, can attribute much of its success to mission-critical consumer reviews — raw peer-to-peer interaction that carries an enormous amount of weight in the hearts and minds of wary consumers.
As more people participate and contribute to social media, consumers are getting savvier by the day. The companies that thrive in this extreme vetting
