For many online consumers, it’s hard to imagine the time before user ratings and comments. How else would we know how a particular pair of running shoes fits or how a certain movie or recipe went over among our trusted cohorts? Today’s ubiquitous social collaboration tools inject new insight and efficiency into everyday decisions we make. They fortify our choices with objective input from those who have gone before us and who have no reason to steer us wrong.
Now imagine it’s not running shoes we’re in search of, but the right digital image among thousands to include in a crucial client presentation or national ad campaign. The stakes become a lot higher, as does the value of peer input and experience.