CHAPTER 4Social Proof and Reciprocity

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There are two weapons of influence that merit special attention when it comes to power on the social web. In fact, many people who master the concepts of social proof and reciprocity in the online world appear to be powerful even in the absence of professional experience, intelligence, or accomplishment.

Social Proof

My wife and I recently completed a lengthy mountain biking adventure. At the end of the trail, there was a quaint yellow cottage offering sandwiches, ice cream, and drinks. The yard in front of the establishment was brimming with bikes, so we figured it must be a popular place with good food. ...

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