Dr. Robert Cialdini’s wrote a book called the “Influence: The Psychology of Persuasion”. The book was written almost 30 years ago and up to this day it is still a highly regarded book in marketing. For specialists and newbies, this is considered as one of the bible in social media, that each must have. The book talks about the six key principles of influence which are discussed below:


We are wired to basically tend to return a favor. In psychology we just hate to feel indebted to other people. One of the best examples of this principle are those websites and other businesses that will give free services or products for a Facebook like, a Twitter re-tweet or a personal email. is a blog that focus on giving techniques and helping people, in return those regular visitors became the site’s loyal customers.

Commitment and Consistency

We want our beliefs to be consistent with our values. The key to attacking Cialdini’s principle of commitment and consistency is to get your fans and followers to make an initial commitment, because they are likely to behave in accordance with that commitment. Invite them to a free marketing seminar, free downloadable music then upsell them with the rest of your album.

Social Proof

People will do things that they see other people are doing. Social proof is not just influenced by large groups, but also high profile individuals. For instance, a single celebrity becoming associated with a product will make others want to be associated with the celebrity’s positive traits, and then will utilize the same product.


Social Authority refers to the “natural born leaders” of any social group. This is why having a good number of followers, views and likes takes place. Credibility is the game…


People are easily persuaded by other people that they like. That is why it is important to fill in your “about us” in your Facebook page, Twitter description and Linkedin profiles. It will become your business pitch that tells potential fans or followers about the similarities between you and them.


This is Caldiani’s principle that has been used by companies and social media specialists over and over again to boost sales or conversions. A good example would be the “limited time offer”. In psychology we purchase something if we’re informed that it’s the very last one or that a special deal will soon expire.