Social proof is the idea that people will follow the actions of others—that since so many other people behave in a certain way, it must be the correct behavior. In digital marketing, social proof is highly influenced by comments and reviews on your social platforms. Studies have shown that people are not only more likely to share their experiences about your product or service online, but they are also more likely to be influenced by what other people say and write about you. So yes, it's vital that customers are sharing positive reviews of doing business with you—customer service has never been more important than in the digital age.
Maleeka T. Hollaway, in her article "4 Reasons Why Social Proof is Essential to Building Your Brand," states that your social proof demonstrates the degree in which you've helped your clients gain results. "When you can publicly share with your audience how your work or product has created transformations for those who do business with you, naturally, people are inclined to pay attention. Results speak for you whether you are present or not," writes Hollaway. Customers' excitement is often contagious, and you suddenly access the radar of people who might not have even known about your brand, according to Holloway. To read more in depth about social proof and the reasons it's essential to your business, read her entire article. Social proof has never been more important.