Review sites that depend on anonymous users for ratings are great -- until you wonder why someone might prefer to remain unknown when denigrating or singing the praises of a service. Yoav Schwartz, the founder and CEO of WhoDoYou, proposes a different way to crowdsource reviews of services and businesses: your friends. On WhoDoYou's Web site, users can search for a service and the area they need someone in and find conversations from Facebook users who are asking the same thing and getting answers from people on their Friends list. When one friend recommends a business to another, WhoDoYou's search tries to automatically identify that business, along with all the relevant contact information the searcher might need in order to get in contact as quickly as possible. At that point, a profile page for that business is created.
Reproduced with permission of the copyright owner. Further reproduction or distribution is prohibited without permission.