eMarketer cites a report by BIGresearch stating that 65.4% of consumers occasionally give product advice to others, with 28.7% regularly giving adviceto other consumers. More importantly, the advice givers and seekers are usually the same people. And, of that group, more than 96% of both givers and seekers research products online before giving/seeking advice.

Joe Pilotta of BIGresearch states, "Marketers should not bifurcate online behavior into convenient dualisms, seekers versus givers. Rather, seeking and giving advice is a process of updating social networks punctuated by purchases." Essentially, the prolific advice seekers and givers are online and participating in online social networking. Word-of-mouth marketing is invaluable and it appears that social networking sites are making a big difference in this highly effective marketing effort.

It's a good reason to get involved - this potential sales force is huge. If you're not involved with social networking on a business level, it's time to get started. Look for Website Magazine's upcoming February issue for in-depth analysis of all things social and valuable tips on how to use these booming social sites to your advantage.

Not yet a subscriber? Get your free subscription.