Half the stuff in stores today comes from China. By default then, if we could improve the quality of products imported from China, we'd make the products you buy safer. Nice thought. But what does this have to do with social media? Actually, it has everything to do with social media.

Let's take your kids' bike for example. The same social media principles that enticed you to buy the book your friend on Facebook purchased actually apply to the neighborhood bicycle dealer importing bikes from China. Just not in the same way.

Pretend you're the bicycle dealer. The actions of a friend (or more likely business) connection can influence your purchase of bikes for resale in one simple way. I think you would trust a factory in China more if you knew they had already successfully delivered 500 bicycles (lead paint free of course) to someone you knew. This matters because you could call the connection to see if the order was smooth, if the terms were met, if there indeed were two tires on each bike and the paint was safe. What I'm saying is that you might trust the social connection so much that you would trust Factory A (a shared connection) over Factory B (no connection). Wow, a $27,500 bit of social influence (assuming $55 a pop for each bike). That is a heck of a lot more influence than the $15.99 cost of a single book.

Yes, I hear the objections. Competitors in the bicycle industry wouldn't share each other's supply chain details. If she's your competitor you wouldn't be connected and the whole concept goes out the window. BUT, what if your shared connection to the factory is an inspection agent not a competitive buyer? What if he's a logistics provider shipping the goods? Both would be happy to share the information because you're a prospective customer. I think you might buy bicycles from a factory connected to a reputable inspection agent or one that uses a well-know shipper over someone you're not connected to at all.

All I'm saying is that the social media influence is so much broader than we're seeing in the news everyday. It's so much broader than your Facebook friend influencing which brand of shampoo to buy.The reason we're not reading about the greater impact on things like international trade is because it's boring. You don't think it affects you direcdtly unless you're a bicycle store owner.

Actually, it may just determine whether the bike your kid rides has lead-free paing or not. The social chain can impact the supply chain and help push bad quality out of the market. Pretty powerful stuff and worth thinking about.