Social proof

Overview

Social proof is one of the principles of influence proposed by psychologist Robert Cialdini, and it refers to the psychological tendency to judge that "what other people are doing must be right." Wanting to join the line at a ramen shop with a queue, choosing a product with many reviews, following an account with many followers: these are all examples of social proof at work.

Social proof in a question box

In question boxes too, social proof is thought to affect how many questions get sent. A question box with many shared Q&As creates the social proof that "everyone is sending questions," and new followers find it easier to send questions too. On the other hand, a question box with almost no shared Q&As creates the opposite social proof that "no one is asking," which can raise the bar for sending a question.

Like counts and repost counts also work as social proof. When people see a Q&A with many likes, they may judge that "this question box is popular" or "it's worth sending a question." It's worth making a point of getting reactions on your first few Q&As.

How to make use of social proof

To make use of social proof in running your question box, start by making the fact that questions are coming in visible. Answer the questions you receive as quickly as you can and share them on social media. The more Q&As you share, the stronger the impression that "this question box is active" tends to become.

If you've just started your question box and have few questions, one approach is to post icebreaker questions yourself and collect answers. Your first few Q&As can work as social proof and draw out questions from other followers. Aim to build, early on, a cycle where questions come in, you share your answers, and the people who see them send questions.

The trap of social proof

Social proof can also become a trap that breeds an obsession with numbers. If you chase like counts and follower counts as social proof, the numbers end up becoming a measure of your self-worth. You can fall into the false equation "few likes = my answers have no value."

Social proof is a tool that encourages other people to act, not a yardstick for measuring your own worth. The value of an answer in a question box is decided not by the number of likes but by whether it helped the sender and your followers. It's good to use the numbers as a reference while keeping enough distance not to be swayed by them.