What is Social Proof and Why Should I Care?

You’re always looking for quality shortcuts. Anyway and anything that can help you make a good decision (I don’t Need help making bad decisions…). The Internet has taught us all very well:

  • 80% of consumers search for a product or service online before purchasing it.
  • 70% read online reviews before making purchase decisions.
  • 68% of consumers begin their decision-making while searching for a keyword.
I know that I always begin my search for a purchase or more information about something that may result in a purchase (even something like the weather differences between the Oregon coast and the California coast….could result in a short vacation decision sometime…) by reading reviews and recommendations of many kinds. It’s a way of figuring out who to trust.  Unfortunately, we’ve all heard tales of the system being gamed: bogus reviews on Amazon, Expedia, or Yelp, Facebook, Twitter and Pinterest followers purchased, questionable endorsements on LinkedIn, and numerous “thumbs-up”s or “+1″s purchased or comped in some way.

What’s real and what isn’t?

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