As we continue to examine the power of the customer in a one-click market and how social media impacts business, the need to have the market validate the value you state you deliver, has become more important than ever before. Social proofing is no longer a phenomena it is a legitimate methodology and one any great company needs to embrace and master. What we now call social proofing, used to be mainly driven by endorsements. The big name athlete getting paid to talk about a product. As we all know the concept does drive people to the product but once the product was consumed no one really had the chance to hear about the end results.