• It's what every marketer wants- boatloads of customers talking about its products, posting detailed reviews online and tweeting about its brand far and wide. And for good reason: Authentic recommendations from a friend or "someone like me" are far more influential than anything a marketer can buy. In a world dominated by social networks, consumer buzz can make a brand stand out amidst the noise and reap real- world profits. When it comes to swaying consumers, nothing beats word of mouth. That’s because, 92 percent of people trust recommendations from friends and family above all other forms of advertising when making a purchase decision