Social proof is a term that has been getting more and more attention now that a great majority of businesses are starting to invest serious effort and serious marketing dollars into their online properties and assets such as blogs, websites, fan pages, etc.
Competition is Fierce
Having a website or social media page however is no longer enough, competition is stiff and the world of online searchers looking for information that your company likely provides is growing at an astounding rate. The secret weapon of choice for convincing a new found arrival to your page is the visible count showing them how many before them have found value in your page.
Like Us on Facebook
With Facebook a visitor can see at a glance just how many individuals have “liked” your page and the higher the number the more likely they are to follow suit. The same can be said for all the other platforms out there, and it isn’t likely to change any time soon.
*Have you seen our fan page?
Social Proof in Action
People believe that the actions of many carry more weight than the actions of few. Looking for a great nightclub? Follow the lineups. Looking for the way back to civilization? Follow the stream of traffic and you’ll likely end up finding your way. If you asked a crowd of people which of two movies you were considering they felt was a better choice, chances are you’d go with the majority vote
especially if the vote was heavily weighted toward one or the other.
Deception
Now I’m not saying that the numbers never lie, doorman can hold a line to give the impression a club is busier than it actually is, and online marketers can artificially inflate their numbers hoping to trick visitors into taking a desired action.
I am saying that nine times out of ten social proofs will likely return an accurate result as to which choice the majority feels most strongly about.
Momentum
Another component to social proof is momentum. As people start to take action, and more and more follow suit that action can gain a viral momentum all its own. Once this takes place it can be hard to stop, and will likely continue on regardless of continued effort and promotion on your part.
The Negative Side of Social Proof
Like everything in life there is a negative to social proof and that is when you simply don’t have the numbers to back you up. Posting an RSS widget that shows you’ve got 12 readers probably isn’t the message you’re trying to send.
Rather than take the deceptive route listed above it’s a much better idea to simply hold off on showcasing your weaker numbers and instead devoting time and resources towards improving them. Chances are they’ll pay off in dividends in the end.
Don’t Forget
Don’t forget, people will be watching and listening to the actions and feedback your audience is sharing, and will definitely take it into consideration when making a decision, even if that consideration is sub-conscious. Make sure the message you’re sending and the one your audience is sharing is one that puts you in the strongest possible light!
