Can You Really Market By Word of Mouth?

[Lloyd Duggan]

One of the hottest topics in marketing today is word-of-mouth (WOM) marketing. Although its been going on forever, marketers are just now trying to find ways to control it. The question is, can you really market effectively with WOM? What do you think?

[Tod Kallenbach]

Since many of us are getting involved with social media on special-interest sites and message boards such as this one, haven't we taken WOM to a whole new level? Seems like we've given this form of marketing more credibility and visibility than ever before. But what happens to the WOM credibility factor when moderators determine what gets posted or not?

[Lloyd Duggan]

Social networks are just another venue that people use to talk to one another about products and services. I for one am an advocate of "organic" WOM which is a result of a great product or world class service. The credibility factor is an issue for those companies that attempt to create buzz or opt for what is called "amplified" WOM. BuzzAgent has over 300,000 folks who are paid to go out and talk up products. This is quite different than the exchange of ideas between people where there is no expectation that one has a vested interest in the products discussed.

For company blogs or sponsored social networks, I think its better to let the chips fall where they may. There tends to be a need to censor sites for inappropriate language or the spread of ideas that may be at odds with the sponsor. But we as marketers have to be willing to give up the illusion of control over the message and allow the conversations to take place in whatever directions they may go. WOM marketing is more about influencing than control. Great point Tod!
Tod Kallenbach said:

Since many of us are getting involved with social media on special-interest sites and message boards such as this one, haven't we taken WOM to a whole new level? Seems like we've given this form of marketing more credibility and visibility than ever before. But what happens to the WOM credibility factor when moderators determine what gets posted or not?