Social proof, a term coined by Robert Cialdini in his 1984 book, Influence, is also known as informational social influence. It describes a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation.
Digital marketing provides a unique perspective for measuring results. No longer is marketing to prospective customers a case of casting your line and waiting on them biting. Social media is awash with data and analytics that can help you narrow the window and capture the customers.