Social proof, sometimes called social influence, is that situation when people are influenced by the actions of those around them, even when unsure of the circumstances.

The behavior of others is deemed to be acceptable simply because it’s what everyone else is doing. Here are a couple of examples.

You arrive at an amusement park and the line for a roller coaster ride is stretched nearly 100 people deep. While in line waiting, you see another coaster off in the distance with only 10 people waiting.

Most will determine that there must be something wrong with that ride or it’s just not as exciting as this one, so you wait it out.

The reality is that the two coasters are the same, but one has built a much more recognizable brand than the other, thus has become more popular. It could be nothing more than the catchy name of the ride or the flashier colors, but they have built a brand into something special in the eyes of many patrons. They have a higher perceived value so the competition lies at a disadvantage.

Transfer this analogy to the internet and you will understand the importance of building your own personal brand.

Another example.

You are at a cocktail party and everyone is just hanging out. The host of the gathering, who always gives great parties, decides to tell a joke. The joke turns out to be about as funny as a train wreck, but everybody is laughing. When eyes turn your way, you’re likely to crack a smile as well.

You may question your behavior later, but for now, it’s the thing you’re most likely to do.

Returning to the online world, my point is this. Building your brand with honesty and trust will bring you social proof. It’s the establishment of a reputation, a belief that people have in your brand. This is what social media and social networking is all about from a business standpoint.

For more compelling evidence, look no further than your TV set. Robert Cialdini, in his book “INFLUENCE The Psychology of Persuasion” (straight up link, no affilliate) gives an example of the television laugh track.

Everyone recognizes this phony injection of merriment, but the viewing audience laughs along anyhow, although the material was quite lame. It’s again, that social proof or influence that carries the moment.

As an internet entrepreneur or marketer, however one has branded themselves, the building of your brand can be your currency of tomorrow.

I am hopeful that people understand that influence is the way successful businesses are conducted, not in a way to take advantage of people, but to provide that which individuals are eager to purchase anyhow.

You will never be in the convincing business, but rather, the meeting of emotions business. The brands that earn the trust of the masses through honest endorsements and high value products will be the most successful brands of the future.

As a people, we have never had a problem with buying; we just hate to be sold to.

What are your thoughts on the topic?

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