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Despite a shaky economy, many web companies are in hypergrowth.  This is reminiscent of the five-year period over a decade ago when companies like Amazon, Netscape, eBay, Yahoo, Google and PayPal were built. One challenge, which isn't new, is the battle for consumer attention.  If you're looking to grow your user base, is there a best way to cost-effectively attract valuable users?  I'm increasingly convinced the best way is by harnessing a concept called social proof, a relatively untapped gold mine in the age of the social web. What is social proof?  Put simply, it's the positive influence created when someone finds out that others are doing something.  It's also known as informational social influence.

In the 3 days after the Super Bowl was broadcast, the top 10 ads have earned a total of over $1 million in impressions via online video, according to a new report from Kantar Video. Volkswagen's "The Force" ad was the most popular, earning the brand $538,000 due to its successful viral strategy by launch a week before the Super Bowl and attracting heavy media coverage.

The world is a dazzling array of people, objects, sounds, smells and events: far too much for us to fully experience at any moment. So our attention may automatically be snagged by something startling, such as a slamming door, or we may deliberately focus on something that is important to us right then, such as locating our child among the happily screaming hordes on the school playground. We also know that people are hard-wired to seek out and pay attention to things that are rewarding, such as food when we are hungry, or water when we are thirsty