Archives for social proof

Popularity v. Influence: Are you the popular kid?

Cutome Made Cheerleading costume

Popularity is more sought after but influence is more important. Are people misinterpreting social proof?

There is always a battle between influence and popularity. Popularity is more sought after, but influence is a lot more powerful. Brands often play in both worlds. So which is more significant, influence or popularity?

How often do we get caught up in the desire for popularity instead of recognizing the importance of influence? Honestly, fairly frequently. But these two levels of social relationships can, and do, intersect. In the world of personal branding, popularity can also be influential. Take a look at Chris Brogan, Mari Smith and Chris Garrett.

At what point might you be sacrificing your influence for popularity? Social media mirrors everyday life, where the popular kids seem to have it all.  The trendy people in social media have the big numbers. We go to their profiles and see 30,000 Twitter followers or 10,000 Facebook fans. They have lots of tweets, everyone wants to follow them, and they seem to be the admired role models.

Twitter, in particular, supports the notion of popularity. When you decide whether to follow someone, you base that in part on how many followers and how many tweets they have racked up. .

Social proof is the idea that your popularity proves your influence. Although in a sense this is true, the equation is not that simple. Social proof is not just popularity, it is actually based around influence. Say that you have 20,000 followers and tweet a call to action like “Visit my new website.  If on in ten people respond, and even fewer retweet, your level of influence is low. So what value do your other 19,900 followers have? Very little. However, if you have 200 followers, tweet a call to action and 150 of them retweet and respond, your level of influence and the value of your followers are high.

The biggest mistake  people make in social media is that they see people with 30,000 followers and decide that to be successful they need to mimic them. They may get numbers, but they may not be implementing the engagement strategy that creates real impact.

It is easy to get numbers. Anyone can buy followers. I can have 10,000 overnight if I choose, but not one of them will read anything I tweet.

The magic combination is being both well known and influential. There are tweeters who have achieved this magic combo and create strong and powerful social media campaigns.

If you want to be successful you need influence, built on a solid reputation, more than popularity. That’s the real proof in social proof. Over time, with networking and a good strategy, recognition and status will come. But without influence you are just the lonely head cheerleader who has no real friends.*

*Disclaimer: Yeah, I know there are many cheerleaders who have real friends. My mom was a cheerleader.  I am just playing on the stereotype that cheerleaders are vapid and only looking for popularity. I’m sure there have been a few…

How To Be A Guru in Your Field (Without Calling Yourself One)

Alien holding a sign that says "I am a social media guru. No really!"

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One of my geeky hobbies is analyzing Twitter bios — the 160 character blurbs Twitter users create to describe themselves. It’s fascinating to see how people attempt to encapsulate decades of their personality, experiences and soul in just a sentence or two. Being frugal with words really works in some cases. But many people use this space to describe themselves as if they’re the greatest show on earth. I’ve compiled a list of all the incredible titles people give themselves in their bios. Here are my top ten favorite title words, in alphabetical order:

  • Extraordinaire
  • Guru
  • Influencer
  • Master
  • Maven
  • Pioneer
  • Rockstar
  • Savant
  • Thought Leader
  • Trendsetter

I call these words “incredible” because I find it hard to believe these people would use these same words to describe themselves in a face-to-face situation. Although I am confident of my professional abilities, I would never shake your hand for the first time and say, “Hi. I’m Lisa. I’m a guru from Boston.” Would you? Another reason these words are incredible: how much credit do you give them if they come directly from the person they “describe”?

If you really want to be seen as a master of your craft, you must let your satisfied customers and rabid fans do the talking about your “guru-icity” — this praise is what marketers call social proof. Here are some ways to secure social proof for your business:

  1. On Twitter, let your tweets do the (indirect) talking about your business and abilities. Have the content of those 140 characters clearly demonstrate your “expert” or “trendsetting” skills. If you are indeed an “influencer,” your tweets will spread around Twitterville via retweets (the “pass-it-along” capability of Twitter). Be sure to also tap into the mutual-back-scratching vibe of Twitter, especially on Fridays. Many tweets that day include the term “#ff” which stands for “Follow Friday.” Use this term to nod to people you think your fans should also follow on Twitter. You’ll be surprised about the kind words you’ll get in return for your #ff. Save those reciprocal tweets by selecting them as “favorites.” You’ll soon have a nice pond of kindness for folks to admire.
  2. Social proof should extend well beyond Twitter. If you’re on LinkedInseek recommendations. LinkedIn (LI) ranks high with Google — if someone searches your name or business, they’ll most likely be led to your LI page within the first three entries. I love the way speaker and author Leslie Poston requests LinkedIn testimonials. The last slide of her PowerPoint presentations typically asks, “If you enjoyed my presentation, won’t you recommend me on LinkedIn?” and then gives her LinkedIn URL (to date, she has an impressive 18 recommendations).
  3. Do you have a Facebook Fan Page for your business? Occasionally post questions there that will encourage your fans to speak of your talents. Remind fans to reflect their experiences with your business on the Reviews tab of your Fan Page. There is a Boston-area children’s consignment store that has a Facebook tab full of pleased-as-punch moms. Their reviews go a long way in convincing other moms to check out the store.
  4. Some of your potential “name callers” might not be social media users. That’s fine — you can still work what they say into social proof. Consider audio or video taping your fans’ words. Connect multiple testimonials together in a simple video. Post it on YouTube. Put the video on your Website, Facebook Fan Page or wherever you would normally call yourself one of those “masterful” names.

Think you’re ready to work on social proof for your business? Great! Start by going to my top ten list at the beginning of this article, cross out all those names, and map out how to get your fans and your actions to say a mouthful about you.

Lisa Kalner Williams is the founder of Sierra Tierra Marketing, a social media education and strategy consultancy. She is also a blogger for the green gossip site Ecorazzi — and is not averse to receiving social proof regarding her own skills.