When many of us think about buying a product or service, whether we’re in the consumer or B2B space, there is no better source for insight and opinion than a “trusted advisor” or colleague. We can ask what their experiences have been with a similar product, how it excels (or falls flat) in the marketplace, etc. Yes, we can go to a company’s website or talk to a sales rep for information (or a competitively slanted response), but at the end of the day, that kind of research might not really help us make decisions. In the past, when I needed to find information, get reviews or decide on the brand or product I wanted to buy, Google was my first choice. Today, though, for me and many others, this isn’t always the case. Social media – and social search – are changing the way we find vendors, get advice and eventually make purchasing decisions.