Social proof works, which is why companies use it in their marketing strategies. And that's also why some people try to game it. From fake Amazon reviews to stretching-the-truth partnership details to out-of-context testimonials, it can be hard to know what social proof is authentic and which isn't.

In this podcast and related article, I discuss:

• What is social proof?
• The types of social proof a company can use
• Website testimonials
• The problems with social proof
• How to create social proof that works and is authentic