The term “social proof” has certainly been overused in marketing environments in recent years. However, we are only beginning to realise how important our newly found freedom of connectivity is, in terms of how it prompts us to take a particular action or not. We are certainly rewriting all the marketing books, as we add many a lengthy chapter about social networking. Many organisations these days are creating a new online presence within Facebook, so they can be seen to interact with people and generate a whole new approach to selling. However, never underestimate how important social proof of the more traditional kind should be on your web pages, especially when it comes to online marketing success.