Analyst firm Gartner’s latest report claims that recommendations from friends and family are still the most powerful way to get people to buy digital music. Analyst Mike McGuire says this should spur streaming services like Spotify into upping their social aspects. “There are long-term opportunities for developers of core search/recommendation/discovery technologies to work with online media service providers to develop compelling reward systems,” he tells The Guardian. He also suggests that labels should be looking to do more marketing on social networking sites. Which is interesting, given the Facebook news above.