What is Social Proof and How Can it Impact Your Awards?
It’s time for another cycle of your awesome awards program. You and your team have planned everything out and your call for entry is approaching. What’s one thing you, and every other awards admin, is worrying about now? Submissions.
Getting and increasing submissions is one of the top concerns of awards programs today. So how do you ensure you’ll get those submissions? Through marketing your program to the right audience.
And one of the factors of awards marketing that continues to rise in importance is social media. Social platforms are being used more and more to connect with organizations’ target audiences.
Sounds great right? Unfortunately, many awards programs aren’t seeing the return from social media they’d like. They’re posting regularly, sharing valuable content and interested updates. But, they aren’t seeing the desired spike in submissions.
If this sounds familiar, don’t despair just yet. Despite its increased use for business, social media is not easy to use successfully. So where are you going wrong? Well, you might be missing a small, but crucial aspect needed for social media success. And that is social proof.
What is Social Proof?
Social proof is the idea that people will conform to the actions of others because they assume that action is correct.
Think about it: are you more likely to click a link your friend shared or one that’s popped up in your newsfeed from some random source? I feel pretty confident saying it’s the former.
What does this mean?
Ok, you get how social proof works, but why is it so important? Well, it’s because social proof is a way to vet something before making a decision. Now more than ever, folks are doing their own research online before making major decisions. People no longer trust organizations and aren’t taking what they’re told at face value. Instead they’re reading reviews, looking at testimonials, and asking their friends about it.
And what that means for you is that what one person tells their friend about their experience entering your awards means way more than what you yourself are saying.
That might sound a little intimidating, but getting that social proof for your program is very valuable. It can provide lots benefits, such as:
- Increased Publicity and AwarenessIf others are vetting your awards program through features like social sharing, it provides extra (and free!) publicity for your program. The best part is that, because this promotion is coming unprompted from you, it can carry more weight than a paid ad.
- Legitimizes Your ProgramBy hearing what peers are saying about your awards, prospective entrants are putting more trust in your program. It is showing them your awards program is not only legitimate, but worth paying attention to as well. Increased credibility can go a long way in helping someone make the decision to apply.
- Can Lead To Increased SubmissionsAs mentioned at the beginning, social proof prompts others to take action. With increased publicity generated through social proof, more potential entrants will be viewing your awards material. Basically, if a person see someone they know applying to the awards (and is posting about it) they’re more likely to do so as well.
How Do You Get Social Proof?
Ask for it! Studies have shown that posts asking for shares or retweets tend to have the most success. So if you’re trying to widen your target audience to increase submissions, get past participants involved!
However! You should make sure your past participants are going to give your program a good review. Now that we know the importance of social proof, you know how a bad review can damage your credibility.
The best way to get that rave review?
- Provide a good user experience for those involved
- Make sure your awards matter to your audience
- Be fair and transparent in all stages of your program
- Recruit reliable, respected industry experts as judges
Want to learn more about attracting entrants with social media? Check this out!
Got questions about your awards program? Just ask us!
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