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We are all influenced by what other people say about something and more often than not will make a decision based on what others say.
I recently did exactly that when looking for accommodation and the reviews on a particular cottage were less than 100% favourable so we found somewhere else to stay.
Increasingly, our role as PR practitioners is in seeking media and influencers who can first try and then review a product or service. And you should be aiming to do this too.
In recent weeks, for us this has involved seeking reviews on:
- A dash cam.
- A set of children’s picture books that teaches young students to read, write and speak Australian English.
- A personal breathalyser.
So what is social proof? Wikipedia says: Although social proof reflects a rational motive to take into account the information possessed by others, formal analysis shows that it can cause people to converge too quickly upon a single distinct choice, so that decisions of even larger groups of individuals may be grounded in very little information.
I think there are two different levels of social proof: there are the people who are totally influenced by celebrities and must buy what they are wearing and go to the restaurant that “everyone is talking about”; then there are others who, like me, make a considered judgement based on what others are saying.
For this latter group, social proof is more powerful when being accurate is more important and when others are perceived as especially knowledgeable and are respected for their opinion.
That is really where we as PR consultants come in: Finding knowledgeable influencers on a particular topic who have a good following and are well respected for their professional reviews.
For example, getting a dash cam reviewed by someone who is into gadgets and cars and shares their reviews online is a perfect person to approach, which is what we did. Here are a few reviews we gained on a new dash cam:
Channel 7 Sunrise (last week):
//www.facebook.com/Sunrise/videos/road-testing-dash-cams/383138102610181/
Tech Man Pat:
//youtu.be/cOyybY0vmKw
//youtu.be/2XlNUZyyz0E
DriveLife:
//www.drivelife.co.nz/2019/07/drivesense-ranger-duo-dash-cam-install-and-review/
Once you have good reviews it’s important to promote them: through social media; on your website; in your newsletter; in advertising; and at any other opportunity you can.
Authoritative reviews can be a powerful sales asset so do consider them for your product or service.
If you need any help in obtaining reviews, please get in touch.
