- 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 GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe 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.
Word of Mouth Marketing in the Digital Space
Posted on December 13th 2013
It’s safe to say that social media has forever changed the way we make recommendations about any product or brand.
Marketers have known for years that word of mouth marketing (WOMM) is the most credible form of advertising because promoters don’t stand to gain anything personally by recommending the product and are even willing to put their own reputations on the line. It’s a good day for a brand when satisfied customers happily share and swap their views about products and experiences.
So in the digital world, where should we be focusing to best generate the WOMM energy?
Well, according to Social Media Link’s recent survey of over 10,000 “connected” consumers (93% of them female by the way), Facebook is the most trusted online platform for product and service recommendations. Household product reviews are trusted the most.
What leads customers to share?
It’s all in the vein of good will. Most want to help others be informed and they want to share their opinion with others. I was happy to learn that 78% of respondents said that they usually share product/service experiences when they have had a positive experience (vs. 47% sharing negative reviews).
What makes the review trustworthy?
A personal touch goes a long way. 40% say that an individual’s story and experience with the product or service influences their decision the most. 34% value a list of pros and cons so they can make the most informed decision. In light of this, encouraging your customers to share their stories will go a lot further than simply pushing your own brand messaging.
I should also note that while reviews from family and friends ranked highest, paid blog reviews were trusted the least.
With these findings, brands can better understand what motivates and drives a customer recommendation and use that knowledge to better plan your influencer strategy – especially if you’re targeting women!