subject: What is the Point of Social Proof? [print this page] What is the Point of Social Proof? What is the Point of Social Proof?
Social proof has become increasingly important for those people who market their products via the internet. There are a wide range of different ways in which you can use social proof. Here we will look at some of the most effective uses.
There are lots of internet marketers who have previously suggested that they have earned huge piles of money from a single day on the web with no previous experience. Now knowing a little about this market this is unlikely. However, what has recently happened since the FTC guidelines for testimonial etc have been updated is people are now showing their income, and instead of say "you will earn x", they are now saying "you can earn", also I don't know if anyone else has noticed this, but the claimed income numbers seem to have dropped significantly.
Anyway, enough about that. What is social proof. According to Wikipedia: "Social proof, also known as informational social influence, is a psychological phenomenon that occurs in ambiguous social situations when people are unable to determine the appropriate mode of behaviour. Making the assumption that surrounding people possess more knowledge about the situation, they will deem the behaviour of other as appropriate or better informed."
So what does this really mean? Proof is a real life example of a particular occurrence or situation. This can work to your advantage if you are trying to provide an example or proof of a particular occurrence. So lets consider this. If I am advertising a particular product or service and someone stumbles across my website, advert or whatever medium this may be in. If I am making claims that I have done something then how can I demonstrate this. One way may be say that my product or service is sold out. This demonstrates social proof that people have purchased my product or service and that it has been a success.
Another way of demonstrating social proof is testimonial. This is where you get you clients or customers to provide commentary on their experience of using your service. This again demonstrates social proof, hopefully backing up the claims that you are making whilst advertising the service. Testimonial needs to be used carefully, but generally the more testimonial that you use the better. Testimonial can be in article format, but the best way in my experience is using a video testimonial. This then enables your visitors of your website to generate their own opinions on the person who is providing the social proof.
Social proof can increase trust and confidence in your product and is certainly used by all big marketeers in a huge variety of platforms. This demonstrates that it does
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