The two biggest misconceptions in word of mouth?
By Molly FlattYahoo have released a report in alliance with Keller Fay on ‘WOM and the internet’, and although most of it is a thinly disguised bit of self-promotion, their first two metrics are worth absorbing.
Firstly, they found that on average WOM is far more positive than negative, with 66% brand references coming out as positive and only 8% negative.
Secondly, they found that offline WOM is still far more prevalent than online WOM, with 76% of conversations happening face to face (see below).
The two assumptions most people make about WOM is that it’s hugely negative; and that they only need to listen to, engage with and stimulate conversation going on in social media. No wonder, if brands think consumers are hordes of miserable, cynical, internet addicts, they’re reluctant to listen or build a relationship with then. We don’t sound very fun to be with, do we?
But as the study reinforces, we’re people who love to associate ourselves with positive experiences, recommend great products and dig out the things that will make us happy. Yes, we like a good moan, but we actually want to have a good time, in real life. Your common sense will tell you that.
Now that sounds like a bunch of people brands might want to come and play with, after all. If you want to open the box of toys, give us a call.
