- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media Marketing and Word-of-Mouth Marketing Are Now the Same
Posted on July 27th 2011
Reading several articles all based on the same survey made me realize that many people still don't get it... they don't get the fact that Social Media Marketing and Word of Mouth Marketing are now the same thing!
The first place I saw it was on the blogs section of the Wall Street Journal website... To Heck With Twitter, Business Owners Say. Then I saw it on MediaPost.com Small Biz Ambivalent About Social Media. Then just yesterday I read this headline on MarketingProfs.com Social Media Gets Mixed Reviews From Small Business.
The survey was commissioned by the Hiscox Insurance Company who worked with market-research firm Opinium Research LLP to query 304 U.S. small business owners this past May. Overall, 47% of small business owners and managers surveyed said they don't use social media for business purposes at all. The survey also broke down each of the big players in the social media world, Facebook, Twitter and LinkedIn and the numbers for each of these individually are low with Twitter bringing up the rear as only 4% of respondents said they use Twitter.
And good luck trying to decipher what kinds of businesses these were that were surveyed, were they B2B, B2C, what industries were they in, etc... cause I couldn't find that information. You can click on any of the above links for the gory not-very-detailed details if you so choose but... what caught my eye and raised my proverbial ire was the fact that 50% of the respondents cited Word of Mouth Marketing as the one channel they couldn't do without compared to the 12% vote social media received.
Of the three articles I referenced earlier, only one, the MediaPost.com piece even made a reference to the connection between Social Media Marketing and Word of Mouth Marketing: "... Notwithstanding the obvious potential for overlap between social media and WOM..."
No, there is no potential overlap, there is a real and distinct overlap!
I'm reading these articles and wondering aloud, 'doesn't anyone get this?' There was one commenter on the WSJ piece who got it for sure...
"...What these business owners... are missing is the fact that Social Media is set to become THE way to spread word of mouth. Facebook is becoming the sewing circle of the future, and if you can get a group of people buzzing to each other online about your business, you can bring in more customers."
I will disagree with this POV only in the fact that Social Media is not set to become the way to spread word of mouth... it already is!
C'mon people, business owners, marketers, advertisers, etc... where do you think people are "talking" these days?
I will surely not trot out the latest Facebook, Twitter, LinkedIn stats nor remind you of the accelerated growth of Google Plus... by now you know and have seen all the statistics.
Sure, are neighbors talking to neighbors as they mow their lawns about the new laundry detergent one just used or the great restaurant the other one went to the night before? Of course, that part will never change.
But what HAS changed is now those same neighbors, after mowing their lawns, are going back into their homes and going on their computers or back into their garages and whipping out their smartphones and telling all their friends... their ONLINE friends all about the new laundry detergent and great restaurant.
Their PCs, smartphones and tablets are now extensions of their mouths... in a matter of speaking.
They are now using their keyboards in addition to their mouths to spread the word.
Why does that seem so obvious to me yet seems lost on so many others?
Sources: blogs.wsj.com, mediapost.com, marketingprofs.com, hiscoxusa.com, Google Images, Social Media Marketing And Word Of Mouth Marketing Are Now The Same