13 September 2012 9 Comments

Impact of Social proof on target decision

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Social proof, wisdom of the crowd, Social EngagementAs an individual, my focus when it comes to anything in life is inclined towards quality over quantity. When it comes to Social marketing, I still have not changed this perception but event surrounding success in social media platforms is probably making me to do a rethink. That does not mean I am throwing caution to the wind but I am now open to making little adjustment where necessary. More so, it is generally agreed only fools do not change their minds.

When it comes to marketing, brand awareness, stakeholder engagement, number may count. Quality is good but evidence available through some paradigm shift and the introduction of social proof as a buzzword in the industry makes it essential for players to think about ‘effective quantity’ as well.

According to an online writer, ‘Social proof’ as an ‘informational social influence,’ is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behaviour. It’s the mentality that, if other people are doing something, that is a validation that you should also be doing it. This third-party validation can be a very powerful motivator for your site visitors’ and prospects’ actions’.

With this background setting, will it not be right if social marketers can work hard on the quantity of their followers, fans, advocates and many other stakeholders that are paramount to goal achievement. Let us therefore examine the perceived benefits associated with quantity (social proof) can bring to the table. In doing this, we must not forget that quantity is useless unless it strength is maximized.

Influence: A number of times, many people are influenced by the numbers of people talking about a brand. I know this idea sells faster with women than men. On Social proof, it is said, among other important factors, quantity of other buyers of a product has a huge influence on a potential customer purchasing decisions. A case study has shown that about 63% will likely purchase a product if they see many positive reviews. For most men, aside from class and recognition, they make buying decision after a need has been established and they can see several of their friends and other unknown public saying positive things about the service.

Influence, Social proof principles Mindset of ‘thousands cannot go wrong’: one other believe that strengthens quantity, out of which the principle of social proof springs from, is the social believe that there must be something special with a product that attracts many people instead of few individuals. Interestingly this is not always true but that often is the reality. We should not also forget, when lie is told continuously for a while, it is considered as the truth. For individual account owners on the social platforms, the principle of social proof also works

Big and well-attended party speaks volume: We live in a world where perception is considered as the reality. Many have the erroneous believe that a well attended, organized big party/event speaks volume about the relevance and power of the organizers. This is especially so in Africa. This also inform why many spend borrowed money on either burial or wedding ceremonies just to show they also belong.

Do you support social proof principle? At what point will you stop? Can I make a request, please do email as many articles on this website that have made an impact on you to your friends now. So glad you are doing that right now. Also let me know you do by sending me a mail.

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