Perhaps you looking into are building a social media site with user-generated content (UGC) to generate leads and drive revenue, if so you may also be looking into how you might
build web reputation or content-filtering system [if only from a technical/web development standpoint]. After all, in order to really enable
social commerce (to build upon what
Blippy.com or
Yelp.com or
ePinions.com have done) it is necessary to deepen the level of interaction among users, to make it possible to go beyond a circle of friends, to refer to
reputable users for recommendations ... not all users opinions are equal; also, the value of users recommendation may vary with the subject material.
If you are serious about adding a reptuation dimension to your site, you really should look into the work of
Eric Goldman [a lawyer w/ePinions.com] who has been a solid background in the research surrounding
how reputation systems are regulated. Eric's view is that the word "reputation" is a complex and nuanced word AND, that treating both objects and people as having "reputations" does not work. Eric's website and blogs are rich source of discussion of the deep academic literature on content filtering and user incentive systems far beyond beyond Dan Ariely's
Predictably Irrational
's descriptions of human psychology and quirks.
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