WOM is an ethos, not an experiment

By Molly Flatt

My latest article for the Word of Mouth Marketing Association looks at why we must ensure that word of mouth is not pigeonholed as experimental, digital or innovations marketing. It was inspired by reading Shop.org and Forrester Research’s 2009 State of Retailing Online report, about which ReadWriteWeb made this comment: “even those companies that are planning to scale back their online operations this year still plan to experiment with social media campaigns.”

That tricky little word – experiment – stood out for me, so I wanted to explain why WOM should be an essential and integrated element of a modern company’s approach, rather than a speculative short-term solution to dabble in. Read the post here and get debating below.

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Brought into the world on Friday, May 22nd, 2009 and filed under Uncategorized.

  • http://www.1000heads.com/?p=1161 1000heads: The Word of Mouth People » Strategise before you socialise

    [...] 55% of executives admit that their companies do not have an official policy for social networks. Treating word of mouth as a short-term, reactive experiment is a recipe for disaster, and employees are often the ones who become the fallguys. It’s [...]