'New experiments question the power of social proof'

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Dan Zarrella, on The Social Media Scientist, really lives up to his blog's name with the following post, as he attempts through several experiments to quantify “social proof,” that is, the assumption that other people possess more knowledge about a situation than you do. This may (or may not) be manifest in how people retweet Twitter posts, Zarrella figured, in particular when faced with posts that have lots of prior retweets versus those with few or none. This is a complex entry about quantifying social influence but, if you stay with it, the results may surprise you.
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