It’s no secret that people trust people who they like or know, and so when a person suggests a particular lawyer or law firm, their friends, family members, and social media followers tend to listen.  This is what we call social proof –– the idea that certain societal norms exist, and to act within those norms, people make decisions based on the decisions of others.  Social proof is important for lawyers for a very simple reason: It works. When lawyers, especially solo attorneys and small law firms, successfully leverage social proof, their caseload simultaneously increases. Aside from this direct impact, social proof plays an important part in establishing credibility and trust, which Google and other search engines use to rank pages.  In this episode of the Law Firm Marketing Decoded podcast, we outline what you can do to build social proof for your solo or small law firm practice.