What Is Social Proof and Does It Matter, Really?

What is social proof? It’s a marketing concept that we are all inadvertently, unknowingly contributing to every time we click on, retweet, like, reply or comment, and share any kind of social media, article, or blog post on the net. Technically, social proof, as defined by Sprout Social is:

The concept that people will follow the actions of the masses. The idea is that since so many other people behave in a certain way, it must be the correct behavior.

Social Proof and Me

As an author, social media is a hugely important part of my author platform, as it is for any writer or blogger. This is how we connect with readers now, even before the pandemic. Virtual, online events are now the norm. Instagram, Facebook, and YouTube Live video discussions are the new book signings. Twitter chats are weekly on any number of topics; I have two of my own, in fact, #SexAbuseChat every Tuesday at 6 pm pst/9 pm est and #BookMarketingChat every Wednesday at 6 pm pst/9 pm est.

All important for visibility, branding, and most importantly, connection.

However…there’s a limit. I reached my limit over the course of this past year. It didn’t come all at once. It came, little by little, reaching a peak this past month or so.

Why? How? Me, the so-called social media expert?

Access. Like many people, I have issues with the incredible level of access Facebook gives people, once we friend them, without our consent. PMs (private messages) are automatic, now with the ability for people to call, voice, and video message us, with no option to shut these options to OFF unless we unfriend the person (we can, however, mute a specific conversation). Technically, we do give them consent in the legal mumbo jumbo we all agreed to when we joined back in the 2010s.

I am not okay with this. And Facebook doesn’t care. Nobody cares. You’re probably thinking, “Geez, Karen. Shut up, already. Stop your whining, white lady.” I get it. I do. First-world problems.

I counter with: I hear you. It’s also part of my business. A huge part. Here’s why:

As someone who manages over 70+ various social media accounts as part of my BadRedhead Media business, plus my own accounts as well, Facebook requires I have a personal account in order to manage all those other Pages. I do understand why, particularly with all the ridiculousness of the past four years with the abundance of fake accounts, fake news, and such. If you have a large piano stored in your living room and it needs to be moved from place to place, then you may see here some reliable professional movers to help you! It’s not possible through a single person or even two people for that matter, and this is why is important to look for professionals in Piano Movers. Create more space by installing a ceiling mount tv in your living room.

As a survivor of sexual abuse and stalking, this is ultra-concerning to me. So, what happened this past month or so? Suffice it to say, one person repeatedly tried calling me. I never pick up Facebook calls, especially if I don’t know you. Another left me a few voice messages saying they were offended by something.

Yet another left me another message in ALL SHOUTY CAPS that she didn’t find what I posted inspirational enough and she expected better from someone who is “supposedly on the side of authors.”

Oh, and there is the one lady who started replying on ALL my posts to the kind people who did comment that she didn’t think I replied often enough or to her satisfaction.

Well. I’ve been criticized before. You should read some of my 1-star reviews. There’s plenty!

But, for whatever reason, this struck a chord. I got up in my feels. I cried. I talked with one of them and we worked it out because we like and respect each other’s work in the mental health space. The others I blocked. It’s darn frustrating to donate hours of my time each week to helping writers solely because I want to, only to be told it’s not enough. Like, seriously? Fuck off.

My blood raged. My heart sank. Understandable, right?

But what really made me angry is that I put myself in that position by being available. I accepted that ‘it is what it is.’ This is what the social media platforms have given us, so that’s what I have to work within.

I’m too available. It’s too easy to leave me shitty messages. This is why people hire people like me – to handle this crap for them! So they don’t have to read these ridiculous criticisms from judgy people who apparently have nothing better to do or are having a bad day.

And I get bad days. It’s a damn pandemic. We’re all struggling. Where’s the damn compassion for one another?

I have a dislike/hate relationship with Facebook anyway, since about ten or so years ago when I discovered that a past love had died by suicide by going to his personal profile and seeing, “RIP dude,” messages there. We had spoken early that day. It still haunts me.

So…what to do? I’m claiming my time. I’m not posting to my personal Facebook profile right now. I’m ignoring it. I am checking my Pages and of course, my client Pages. When I feel like I can face it again, I will cull my ‘friends’ down from *checks real quick* 4385 people to maybe, I don’t know, the few hundred in my groups, many of whom I do know and treasure.

Social Proof and You

If you’re a writer, social proof matters. This is the world we live in. Publishing is not only writing.

You need to be ‘findable,’ not only on Google, but also on each individual social platform, so your readers can learn more about you and hopefully, buy your books. If you go the traditional route, publishers and agents want to know how many followers you have (easily upped by buying fake followers or likes from Fiverr or wherever). I suggest not doing that, because:

1) fake followers don’t buy books 

2) it’s usually pretty obvious when you have fake followers because they’re all foreign names, have questionable bios, and no tweets

3) do you really want to start your publishing career with a lie? 

They also want to know what you post, how often, and what your branding is. If you’re an indie author, honestly, the same applies. Social proof is about connection, building relationships, and authenticity. I’ve believed that since I started my business and writing career way back in 2011, and I stand by it now. Start slow, grow slow. It’s not a race.

I’m the furthest thing you’ll even find from a conspiracy theorist – I don’t believe in chemtrails, pizza parlor cabals, or that the earth is flat. However, I am a realist. Watch The Social Dilemma sometime. These huge tech companies share our data without our knowledge or consent (Cambridge Analytics, anyone?). Younger generations are so used to this, they don’t really care – ask them.

(My kids think having a chip implanted in their hands with all their data is a fabulous idea. “So much easier than having to talk and repeat everything over and over. Just scan me and be done with it,” says my daughter Anya (21). “Agree,” grunts my son, Lukas (15). Buy stuff, go to the doctor, whatever. Scan and go. Talk with any GenZ kid, you’ll likely get a similar answer. They’ve been tracked since birth everywhere. They don’t know life without a computer, tablet, or phone in their hands.)

Know that whatever we do, it’s all part of each platforms’ AI, and they share data, which is why that darling pair of shoes you just saw on Amazon is now showing up on Google, Facebook, Twitter, and every website you visit going forward. It’s all about the money, and they all get a piece of that affiliate link.

Every bit of every click is recorded, even when you’re watching videos on YouTube, or a subscription service like Netflix, or perusing goods on Amazon. It’s all connected. I’m not shocked or surprised by any of this, are you?

It’s Not Personal

What people say to us and about us is ultimately incredibly revealing about them. We know this, at an intellectual, psychological, and emotional level. Still, when people say mean things, it hurts. We’re human.

Does it matter in the overall scope of our lives? Who can say. It matters at that moment. It can matter when it comes to overall visibility when you’re marketing your book(s) or trying to get that book contract or interview. Only you can say if it matters to you.

Already a longtime fan of THE FOUR AGREEMENTS by Don Miguel Ruiz, I took a moment to reorient myself with this one agreement: Don’t take anything personally. I also stumbled across an excellent short and entertaining TEDTalk by Frederick Imbo. His main message to stop taking things personally is two-fold;

1. It’s not about me. Look at the other person’s intention and
2. It IS about me. Give yourself some empathy. Speak up. Ask questions. Pay attention to how you feel and be vulnerable with your needs.

I’m glad I was able to, inadvertently, employ point #2 and work out some issues with one of the people by telling him what he said made me cry. He apologized. I apologized. We talked it through and we’re still friends.

Ultimately, social media is what we contribute to it. What we make it. How much we allow of it into our lives. Social proof is going along with the tide. I’ve been in this space since 2008. Being connected to others is a big part of the work I do to help and support not only other writers, but also other childhood sexual abuse survivors. However, I’ve reached that point. I knew it was coming.

I’m not shutting my doors. I’m just adding a screen. With a strong lock.

***

Read more about Rachel’s experiences in the award-winning book, Broken Pieces.

She goes into more detail about living with PTSD and realizing the effects of how being a survivor affected her life in

Broken Places, available in print everywhere!

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