Take a look at the following political cartoon, in which a member of the audience criticizes a politician’s speech.

"Wikipedian Protester." 
Munroe, Randall. "Wikipedian Protester." xkcd: A Web Comic of Romance, Sarcasm, Math, and Language. Web. 30 July 2012. Used according to Creative Commons License BY-NC 2.5.
Why does this audience member want a citation? Because it's no secret that politicians sometimes twist the truth, give us unreliable statistics, and even make up things to support their points. We don’t trust what politicians say when we can’t check their evidence. That’s why major newspapers run “Fact Checker” columns that check the “facts” offered by politicians—and they find that their facts are sometimes wrong.
Of course, it's tough to add footnotes or a bibliography to a political speech. But these things are expected on your papers. If you want your readers to trust you more than they trust politicians, you need to cite your sources.
You can’t rely only on common knowledge when you make arguments in academic and professional settings. Readers expect you to use reliable evidence taken from reliable sources.
Readers can't know whether your source is reliable unless you cite it. When you cite sources, you help yourself and your readers in three ways:
Most importantly, when you cite your sources you give credit to those whose work you rely on, paying them back in a small way for helping you make your own argument more credible.
Academic and professional readers regularly check sources not only to make sure that evidence is convincing and accurate but also to use that evidence in their own arguments. Just as you can use the citations in your sources to find additional sources, so your readers can use yours. Accurate and complete citations keep writers honest, but more importantly they locate your work in a web of research that makes us all smarter.
Let’s look at a paragraph from a student’s paper written for an education class. The writer’s main claim is that child labor laws in the U.S. are focused on urban employment and ignore children in rural communities. In this paragraph, the writer presents a number of facts as evidence for her argument.
You must cite your sources if you want readers to have confidence in your evidence—and also in you. In most academic and professional arguments you must cite:
Readers expect you to cite your sources. When you do so, you show them that your evidence is more than vaguely-remembered ideas, details that you guessed about, or things that you simply made up. Citing your sources helps readers accept that your evidence is reliable and allows them to follow up on it for themselves. Citations also protect you from suspicion of plagiarism and give credit to those who collected the evidence.
In class papers, citations serve two purposes. First, they show your teacher that you understand how to find and use sources. But they also show that you are prepared to produce quality work at a higher academic or professional level. When you write a college paper, it’s likely that none of your readers will check up on your sources or use your bibliography to guide their own research. But one day you may have readers who want to build on your work. By using citations properly now, you show your teacher that you are prepared for a day when getting them right will matter a great deal.
You should cite your sources:
There are several different formats writers can use to cite sources, depending on their field. The four most common formats are:
Check with your teacher to find out which style you should use.
Readers expect you to cite any information that you borrowed from a source and that is not common knowledge. When you cite sources, you give readers a way to follow up on your evidence, to check out how reliable it is, or just to learn more about it; you also give credit to the original author of the words or ideas. You'll lose your readers' trust quickly when they think you're taking credit for words or ideas that are not your own. This is commonly known as plagiarizing.
Readers expect you to cite a source every time you:
Let’s look at an example from a paper in an African history class. The writer claims that the biggest problem faced by African countries is access to basic health care. In this paragraph, the writer explains why the disease malaria causes so much devastation, even though it's inexpensive to prevent. We have removed all quotation marks and citations.
The health divide between Africa and the West can be seen in access to simple preventions for malaria infection. Malaria was eliminated in the United States in the 1950s. Worldwide, malaria still causes the deaths of approximately 1 million people each year, mostly young children in Africa. Malaria causes not only suffering and many deaths, but also economic losses and poverty. The World Health Organization (WHO) estimates that malaria cuts economic growth rates by as much as 1.3% in countries with high disease rates. The economic losses are due to lost adult productivity, but also to lost years of education. According to Sue Mbaya, Director of World Vision's Africa program, malaria infection disrupts education at a crucial point: infected children often miss school and too many are burdened with long-lasting complications of anemia or brain damage, diminishing physical and mental productivity for years. Although the damage done by malaria is great, the cost of prevention can be as little as a few cents for insecticide-treated mosquito nets. The WHO states that the current supply of nets is sufficient to protect an estimated 26% of people in 37 African countries.
Click here to see this paragraph with quotation marks and citations.
As you can see, this paragraph offers a lot of information, most of which is not common knowledge that most readers would know or could find easily. It is unlikely, then, that readers would think that this student would know all these facts offhand. In fact, most people would agree that all of these facts are not at all widely known. Most readers would therefore expect to see this writer cite her sources, or they won't trust that she didn't just make this information up.
Here is the paragraph again with quotation marks and citations (in the form of footnotes). Notice how now the student uses a mixture of paraphrases, quotations, and citations to show her readers that she got her information from a reliable source.
The health divide between Africa and the West can be seen in access to simple preventions for malaria infection. Malaria was eliminated in the United States in the 1950s. Worldwide, malaria still causes the deaths of approximately 1 million people each year, mostly young children in Africa.1 Malaria causes not only suffering and many deaths, but also economic losses and poverty. The World Health Organization (WHO) estimates that malaria “cuts economic growth rates by as much as 1.3% in countries with high disease rates.”2 The economic losses are due to lost adult productivity, but also to lost years of education. According to Sue Mbaya, Director of World Vision's Africa program, malaria infection disrupts education at a crucial point: “infected children often miss school and too many are burdened with long-lasting complications of anemia or brain damage, diminishing physical and mental productivity for years.”3 Although the damage done by malaria is great, the cost of prevention can be as little as a few cents for insecticide-treated mosquito nets. The WHO states that the current supply of nets will only protect about one quarter of people in 37 African countries.4
1Centers for Disease Control and Prevention. “Malaria.” http://www.cdc.gov/malaria/index.html.
2World Health Organization. “Malaria: Key Facts.” http://www.who.int/mediacentre/factsheets/fs094/en/.
3Sue Mbaya. “World Malaria Day: Here in Africa, Mosquitoes Still Kill.” The Huffington Post, April 24, 2009. http://www.huffingtonpost.com.world-vision/here-in-africa-mosquitoes_b_191187.html.
4World Health Organization. World Malaria Report 2008. WHO/HTM/GMP/ 2008.1. Geneva: WHO Press, 2008. http://www.who.int/malaria/publications/atoz/ 9789241563697/en/index.html.
Good writing relies ultimately on evidence: facts that show readers that what they're saying is true. But readers don't just want to know the facts to be convinced that you're right; they also need to know where you got those facts. If they can't figure out where your evidence comes from, they will find it harder to trust that what you're saying is true.