In today's digital age, the influence of social media and online platforms has transformed the way individuals and businesses can establish and enhance their credibility. While many genuine professionals have harnessed the power of social proof to build trust and authenticity, there are cases where individuals exploit this phenomenon for personal gain. Dr. Matthew Lani's recent controversy as a bogus doctor on social media provides a compelling case study on how someone can use social proof to create an illusion of credibility. Let us dissect how Dr. Lani managed to grow his personal brand and gain online credibility through marketing strategies that manipulated social proof.
Dr. Matthew Lani emerged as a social media sensation, gaining notoriety as the "TikTok doctor." He presented himself as a medical professional, providing health advice and even marketing weight-loss pills on his social media platforms. To the unsuspecting eye, his online presence seemed legitimate and authoritative. Let's explore how he managed to create this illusion:
Dr. Lani took advantage of various social media platforms, primarily TikTok and Facebook, where he consistently shared medical advice and fitness tips. His frequent posts and interactions with followers contributed to his online presence, creating a façade of expertise. The numbers of followers, likes, comments, and shares on his posts played a significant role in strengthening his credibility. After all, if so many people were following and engaging with him, he must be an expert, right?
To further solidify his perceived credibility, Dr. Lani managed to secure interviews with several radio stations, where he discussed health matters. This gave him the appearance of a legitimate expert, as traditional media outlets typically vet their guests. The exposure in mainstream media allowed him to tap into an even broader audience, expanding his online following.
The sale of weight-loss pills on his social media platforms was a strategic move. By offering a product, Dr. Lani not only generated income but also used it as a form of social proof. When people saw others purchasing and endorsing his products, it reinforced the belief that he was a trustworthy and knowledgeable health professional.
Perhaps the most significant manipulation of social proof was Dr. Lani's claim to be a doctor and his association with the Gauteng Department of Health. These false credentials gave him an air of authenticity and authority. People are more likely to trust individuals who are supposedly endorsed by reputable organizations or possess specific qualifications.
As the Gauteng health department opened a case of impersonation against Dr. Lani, it became evident that his credibility was built on shaky grounds. This highlights the importance of verifying the credentials and expertise of individuals. The Dr. Matthew Lani case serves as a perfect reminder of the dangers of blindly adhering to social proof and the critical significance of due diligence.
It is not the first time such a situation has come to light; figures like Pallo Jordan who served in various positions within the government including Minister of Environmental Affairs and Tourism of the Republic of South Africa from 1996 to 1999. After 2004 national elections, Jordan was appointed the Minister of Arts and Culture a post he held until 2009. He resigned as member of parliament in 2014 after it was revealed that there was no record of Jordan ever having received a PhD or even having had an honourary doctorate bestowed on him. He had no formal tertiary academic qualification at all. The Kenyan pseudo-lawyer Brian Mwendi, who astonishingly according to various newspapers reportedly won 26 cases before being arrested for fraud, Thamsanqa Jantjie, infamous for his fake sign language interpretation during the Nelson Mandela Memorial, and Nthabiseng Ramokolo, who posed as a pharmacist. These cases underline the need for a careful assessment of the credibility of individuals we endorse and provide platforms for. In the era of social media influencers, it is vital to remember that a substantial following does not always equate to expertise or authenticity.
Marketing and PR professionals should be at the forefront of protecting their audience from potential misinformation and exploitation by individuals seeking to exploit social proof for their personal gain. Dr. Matthew Lani's case is a striking example of how intelligence, regardless of whether one possesses authentic qualifications, can be used to convince others of a certain expertise. However, it is worth noting that his history of being enrolled in a school for pupils with special needs raises questions about whether or not such institutions are adequately equipped to provide inclusive programs that empower students with learning difficulties to pursue their interests and professional aspirations.