Users of social networks are relying on their connections for insights before making a decision to purchase, or not to purchase, a product. Once known as Word of Mouth Marketing, this concept is not a new one but the rise of social networking platforms have amplified it beyond all recognizable boundaries. The real-time nature of the web supercharges the concept of WOMM by introducing epic scaling capabilities and global reach. Where WOMM relied on one-to-one communication, the digital era makes it easier than ever for messages to spread – many-to-many, 24/7. This shift in our communication model brings with it a unique set of rules for brands. And for marketers, it introduces a new marketing category all together. This new marketing category is known as social proof.