Social Proof versus Social Pioneering, Which One Administers the Smackdown?
In the context of [Dan Zarrella's] experiments, social proof told visitors that [his] site was a trusted source of content, safe to be shared, but the lack of social proof on new articles told them that there was an opportunity for them to be the first to share valuable content, almost guaranteed to increase their reputation as a source of appreciated information.
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See also LinkedIn Q&A.