The Dark Side of Social Proof: How Cyber Criminals Use It Online

Social proof is a powerful influence on our decision-making, particularly when we’re shopping or interacting online. We’re naturally inclined to trust what others have to say about a product, service, or website, if the positive experiences they’ve had will be mirrored in our own. However, cyber criminals are increasingly taking advantage of this tendency by manipulating social proof to deceive and defraud people. In this blog post, we’ll delve into the dark side of social proof, exploring how cyber criminals use it to their advantage and what you can do to protect yourself from exploitation. Whether you’re an online shopper, frequent user of social media, or simply someone who interacts with others online, it’s crucial that you understand the dangers of social proof and how cyber criminals use it to trick people. So, buckle up and join us as we explore the seedy underbelly of social proof and how it’s used by cyber criminals.

First, we will begin by getting an understanding of what we mean by “social proof” and its mechanisms. Then we will look at various forms of social proof and how cyber criminals can manipulate it and finally ways you can protect yourself from social proof exploitation.

What is Social Proof?

American psychologist and academic Robert Cialdini states that “one means we use to determine what is correct is to find out what other people think is correct. The principle applies especially to the way we decide what constitutes correct behavior. We view a behavior as more correct in a given situation to the degree that we see others performing it.”¹

That is, social proof refers to the concept that people tend to follow the actions and decisions of others when making their own choices. It’s a form of social influence that is rooted in the idea that, as social beings, we often look to others for cues on how to behave and make decisions in new or uncertain situations. When we’re shopping online or considering a new website, for example, we might look to reviews, ratings, testimonials, or other avenues where opinions are shared to guide our decision-making.

This phenomenon is particularly pronounced in the digital age, where we have access to more information and opinions about products, services, and websites than ever before. With just a few clicks, we can read what others have to say about an online seller, a new app, or a seemingly exciting investment opportunity. Social proof gives us a sense of security and helps us avoid making bad decisions.

However, the same principle that makes social proof a powerful influence in our decision-making also makes it vulnerable to exploitation by cyber criminals. These malicious actors are experts at manipulating social proof to deceive people and trick them into falling for scams and other forms of online fraud.

Let us briefly consider two mechanisms which can aid the use of social proof.

Mechanisms of Social Proof

Mechanisms refer to factors that encourage the use of social proof, these are uncertainty and similarity.

Uncertainty – Uncertainty about the correct conclusion drives people to look to others for guidance in making decisions. When we are faced with a new or uncertain situation, we often feel uncertain about what the correct conclusion is, and this uncertainty can lead us to seek out information and feedback from others. For example, when shopping online for a new pair of shoes, you might be uncertain about which brand to buy, or whether a particular model is comfortable. You might look to reviews, ratings, and testimonials from other shoppers for guidance, and the collective opinions of these individuals might help you to decide.

Similarity – Similarity to the surrounding group is a mechanism of social proof in that people tend to conform to the actions and decisions of others who are like them. This is often referred to as the principle of “social influence,” and it is rooted in the idea that people are more likely to trust and conform to the decisions of those who are like themselves in terms of demographics, interests, beliefs, or values. For example, in the digital world, people might look to online reviews and testimonials from others who have similar interests or preferences. They might also be more likely to trust and follow the recommendations of friends and family members who share similar values or life experiences.

Types of Social Proof

Celebrity Endorsements – This refers to the promotion of a product, service, or website by a celebrity. Celebrity endorsements can be a powerful form of social proof, leveraging the popularity and influence of the celebrity to influence people’s opinions and decisions.

Expert Opinion – This refers to the endorsement or recommendation of a product, service, or website by someone who is recognized as an authority in their field. This type of social proof can be particularly powerful, as it leverages the expertise and credibility of the expert to influence people’s opinions and decisions. Another form of this is certifications from prestigious organizations or regulatory agencies.

Media – This includes print, television, radio, and social media. Advertising on traditional and print media has a wide reach and most people assume products thus advertised are legitimate. Also, social media influencers, who have large followings and high levels of engagement, can be particularly powerful in shaping people’s perceptions and decisions.

Testimonials – User testimonials are written or video statements from satisfied customers that praise a product, service, or website. These testimonials can be a powerful form of social proof, especially when they are written by verified customers.

Wisdom of the Crowd – This refers to the idea that the collective opinions and decisions of a large group of people are often more accurate and reliable than the opinions and decisions of individual experts. This type of social proof can be demonstrated through online reviews, ratings, and comments, and it can be a powerful way to influence people’s decisions.

Wisdom of your friends – This refers to the phenomenon where people tend to trust the opinions and recommendations of their friends and family members over other sources of information. This type of social proof is based on the idea that people have close relationships with their friends and family and therefore have a better understanding of their needs, preferences, and tastes.

Manipulation and Defense

The various types of social proof are open to manipulation by those with malevolent motives especially in circumstances where there is heightened uncertainty. As such, it becomes imperative that you recognize how each type of social proof can be misused and how to protect yourself from being a victim of such manipulations. To do this take note of the points below.

Celebrity Endorsements

Cyber criminals can manipulate celebrity endorsements by using the likeness or image of a well-known personality to promote fraudulent products or services. This can take the form of fake social media profiles, fake websites, or fake advertisements that use the celebrity’s name, image, or endorsement to trick individuals into buying products or services that are not genuine. In other instances, as seen with Ponzi or Pyramid scheme operators, celebrities are paid to promote fraudulent investment schemes.

Here are some steps you can take to protect yourself from such manipulation:

• Verify the source: Check the source of the celebrity endorsement to determine if it is genuine. Look for official websites, social media profiles, or press releases from the celebrity’s representative to confirm the endorsement.
• Research the product or service: Before deciding based on a celebrity endorsement, research the product or service to get a better understanding of its quality, reliability, and popularity. Check multiple sources of information, including websites, forums, and review sites.
• Always remember that because a celebrity you admire is promoting a product, it does not mean that they use it, or it is genuine. Make it a habit to separate the product from the personality promoting it.

Expert Opinion

Similar to how Cyber criminals manipulate celebrity endorsements, Cyber criminals may create fake or impersonate credible experts to trick individuals into making a purchase or investment. They may use the name, image, or endorsement of a trusted expert to promote scams or fraudulent products and services, making it difficult for individuals to distinguish between genuine and fake expert opinions. Also, they can forge certifications from prestigious or notable institutions to promote their schemes. Another way they can misuse expert opinion is to present it without its context and make it seems as if the expert supports their position.

To protect yourself from expert opinion manipulation by cyber criminals:

• Verify the source: Check the source of the expert opinion to determine if it is genuine. Look for official websites, social media profiles, or press releases from the expert’s representative to confirm the endorsement.
• Research the expert: Before deciding based on an expert opinion, research the expert to get a better understanding of their credentials, expertise, and record of accomplishment. Check multiple sources of information, including websites, forums, and review sites.
• Don’t trust unknown or untrusted experts: Be cautious of expert opinions from unknown or untrusted sources, as they may be impersonating real experts for the purpose of promoting scams or fraudulent products and services.
• Don’t blindly trust credentials or certifications, verify certificates from the issuing organization

Media

Cyber criminals can use the social proof of online newspapers, gossip blogs, forums, and social media in several ways to trick individuals into making a purchase or investment. They do this by placing advertisements, or creating fake accounts to manipulate reviews, recommendations, and endorsements all in a bid to promote their fraudulent products or services. To protect yourself from such:

• Verify the source of advertisements and be cautious of any that appear to be from unknown or untrusted sources.
• Be wary of any investment opportunities or financial schemes that are promoted solely through social media. Research the opportunity and the individuals behind it and seek advice from trusted sources before making a decision.
• Be wary of Paid Influencer Endorsements. Research the influencer and the product or service they are promoting. Check for any red flags, such as an unusual number of positive reviews, or a sudden increase in followers

Testimonials

User testimonials can be very powerful in shaping consumers’ buying decisions, hence why they are a favorite of Cyber criminals. Here are a few ways user testimonials can be manipulated and how you can protect yourself:

Fake Testimonials

• Technique – Criminals can create fake testimonials, either by inventing identities or by using fake profiles, to promote fraudulent products or services.
• Protection – Be cautious of testimonials from unknown or untrusted sources. Check the credibility of the reviewer and be wary of fake testimonials or reviews.

Paid Testimonials

• Technique – Criminals can pay individuals to provide positive testimonials for fraudulent products or services.
• Protection – Research the product or service being promoted, and look for any red flags, such as an unusual number of positive testimonials, or a sudden increase in reviews.

Doctored Testimonials

• Technique – Criminals can doctor real testimonials to make them appear more favorable or to change their meaning, in order to promote fraudulent products or services.
• Protection – Read multiple testimonials and compare their content. Be wary of testimonials that seem too positive or are inconsistent with other testimonials.

Wisdom of the Crowds

Cyber criminals use the wisdom of crowds to create a false sense of popularity, credibility, and social proof, which can be very convincing and lead individuals to make decisions based on false information. Below are a few ways they do this and how to protect yourself from such:

Manipulating Online Polls

• Technique – Criminals can manipulate online polls and surveys by creating fake accounts, voting multiple times, or tampering with the results to present false information.
• Protection – Check the credibility of the poll or survey and be wary of polls that seem biased.

Fabricating Social Media Trends

• Technique – Criminals can create false social media trends, such as fake hashtag campaigns, to make it seem as though a particular product or service is popular or well-received, when it is not.
• Protection – Research the product or service being promoted, and look for any red flags, such as a sudden increase in social media activity, or many fake accounts.

Creating Fake Crowdfunding Campaigns

• Technique – Criminals can create fake crowdfunding campaigns to raise funds for fraudulent products or services, by artificially inflating the number of backers or the amount of money raised.
• Protection – Research the crowdfunding campaign, and look for any red flags, such as a high goal or an unrealistic timeline.

Wisdom of Friends

Cyber criminals manipulate wisdom of friends through creating fake referral programs, where they offer incentives for users to refer their friends and family members. This way, they can use the trust of your friends and family members to gain access to personal information or money. To protect yourself from such, make sure to verify the source and the authenticity of the program. Then research the company offering the referral program to ensure they are legitimate. Finally, read the terms and conditions of the referral program carefully to ensure you understand the rules and requirements.

Conclusion

Social proof can be a powerful tool for both legitimate businesses and cyber criminals. Understanding how cyber criminals misuse different types of social proof, such as wisdom of friends, user testimonials, expert opinion, and celebrity endorsements, can help you protect yourself from their tactics. By verifying the source of a referral program, researching companies, reading terms and conditions, and being cautious with personal information, you can safeguard yourself from the manipulation of social proof by cyber criminals. Remember, always be mindful and critical of the information you come across online and never hesitate to seek additional information or clarification.

Reference

1. Cialdini, R. B. (2007). Influence: The Psychology of Persuasion. New York: Harper Collins.