There’s not a whole lot of trust out there, these days.

We live in a post-truth world. A world of alternative facts, where cherished institutions and favored brands alike, are now scrutinized like never before.

Who are you going to believe?

Well, in the case of brands, it’s often the testimony of other customers that sways us, one way or another. It’s called social proof, and it’s one of the most powerful weapons in a marketer’s arsenal.

Ask yourself this question: When was the last time you made a major purchase decision, without first checking out reviews for that product or service?