Social influence in business has been around for a very long time.
Retailers will use “Social Influence” as one of their tactics to persuade you that their product is worthy of your hard-earned cash.
This method draws from a relatable human component – the need to be like others.
Wanting to conform, we often give in and buy whatever they offer us.
Is Social influence a common human element we all share, or a shifty sales ploy?
The first communities ever formed even had social influence in business.
It is more than just a marketer’s attempt to entice buyers or our desire to conform.
It is a factor in everything we do.
- Think of an article on social media that went viral that your co-workers and friends are sharing daily. Don’t you want to read it to see what it’s about?
- Imagine that you are trying to pick which restaurant to have dinner at. One has a line of people waiting out to the street. The other is nearly empty. Assuming you aren’t pressed for time, which one would you choose?
- You’re purchasing something on Amazon, and you see that one seller has a 96% customer approval rating while the other hasn’t made any sales yet. Who do you buy from?
What does social influence mean?
Social influence is a psychological phenomenon in which people base their decisions on what those around them have chosen.
It assumes that if others made a certain choice there must be a good reason for it.
In obscure or questionable situations where you are unsure of which choice to make or where you are lacking in confidence about a decision, it is most powerful.
Social influence in business doesn’t discriminate based on your position in society. It has spread throughout equally and touches all of us.
It shows in an advertisement that “7,626 people previously downloaded this program” or “recommended by 9 out of 10 dentists”.
You are falling under its effect when you watch a new Netflix series because everyone seems to be talking about it. It’s everywhere.
Unless you live on an isolated island, you are influenced by those around you. It is inevitable.
Even if you are considered to be non-conforming or don’t easily give in to a marketing pitch, there is still some group of people that influence you which is one of the types of social influence.
Why Does Social Influence in Business Matter? 
Social influence in business is a powerful tool because it generates the consumer’s trust.
When people search for a service or product, they positively ask themselves, “How is this going to help me?”.
There is also the flip side to their thinking. The question, “Is this going to fall short of my expectations and let me down?” or “Can I trust this business?”.
Using testimonials, or customer reviews gives the customer’s perspective and insights into whether a business is a company that can be trusted.
Compare it to a dance party where it’s still early and nobody is dancing. If one person braves the empty dance floor and begins to dance, then another person follows suit.
After a small group of dancers forms, everyone else begins to join them on the dance floor. Social influence marketing mimics that small group of initial dancers, telling the newcomers, “It’s ok to come and dance”.
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