How many times have you tried a restaurant, band, movie or book because a friend recommended it?
Word of mouth buzz is a marketer’s holy grail. After all, trusted friends and people who share commonalities are the most credible referrers–they have no ulterior motive, have many of the same needs, and generally seek to make us happy.
Thanks to our seemingly infinite social networks, we are inundated with recommendations influencing our tastes and preferences from food to clothing brands. Social influence stronger in conversations with neighbors and good friends, which is beginning to extend from our desktops to our rooftop energy decisions in a new phenomenon I call “social solar.”