Social networks such as Facebook have undoubtedly altered the business world. Brad Hames, a New York City trend watcher, explains:

“Anonymous user reviews have been an important part of online shopping experiences for years now. Facebook and similar social networks have taken this aspect of the business to the next level. Now, consumers can be exposed to personalized feedback, written by family, friends and contacts, adding legitimacy to the product recommendations.” He continues, “Statistics show that 90% of people trust Facebook friend recommendations. More than a quarter of Twitter users ask for opinions on services and products as well.”