When making purchase decisions the stats seem to show that a lot of people trust reviews from both known and unknown consumers. People trust their friends. And a lot of these conversations about various products and recommendations happen through social media. Why companies haven't started leveraging this, I do not know. But here are some more statistics that might motivate you to make the change
Mommy bloggers are powerful. That may seem silly to say, but considering that there are a lot of stay-at-home moms, and a lot of influential stay at home moms, you'd best keep your chuckles short. Think Oprah nation. Leveraging the mommy bloggers for your marketing campaign may be the smartest decision you ever made. Mommy bloggers trust other mommy bloggers.
While this statistic may be a big fat duh it is no less an important and powerful one. If you are looking to sell to a specific consumer, market to his friends first. After all, everyone gets by with a little help from their friends.
Again, I am part of this statistic. I can't stress enough the value of positive reviews. If I'm comparing to electronic products I always look at reviews to see whatever information I can glean about the lifetime of the product, out-of-the-box capabilities, and user-friendliness. After all, you can only really get that information from other people, not the retailers.
As you can see, the power of word of mouth influence is astounding. Simply put, influence is well... influential.