I recently finished reading Robert Ciadini’s Yes: 50 Scientifically Proven Ways to be Persuasive.  This book never once mentions social media or marketing but its principles are gold to anyone who has anything to do with social media.

The principle that I think that everyone can gain value from is social proof.  At a very high level social proof is simple fact that we all look for cues from others on how to participate within a community (or any environment).  The book gives great examples with actual figures to measure how social proof actual impacts people’s behavior.  The obvious example that we can all relate to is that people will laugh longer to jokes when prompted by a canned laugh track.  Think of other places where you may see this – ever notice that bartenders always that have tip jars out – always start them with a dollar or two?  Its a social cue for everyone else’s behavior.

How does social proof apply to social media?

• For new communities: social proof demonstrates the need for the seeding of content and the participation of moderators to initiate conversations.  These new communities need this social proof from others to demonstrate that the community is a safe location where other smart members can contribute.
• Existing communities: Once a community is up and running – you have data – think of that information as the social proof or ‘laugh tracks’ that can guide your community on how and where to participate.  Highlighting most active and recent topics are great ways to create the cues for members on how to participate.  These are also great cues to broadcast on Facebook, Twitter, or other broad communities to promote your community.

Social proof was one of many concepts that I loved in Cialdini’s book – a very fast read (less than 2 days for me).  Again, not a social media book, but you will be inspired!

/colin