Social Media

Blasphemy Against The Mighty Word Of Mouth?

posted by Greg Batiansila @ July 15th, 2008

There have been books, websites and campaigns about Word of Mouth Marketing. It’s one of the core precepts of Social Media.

So, why is the Senior Vice President for Digital Strategy at MRM ripping Word of Mouth?

Well…she isn’t really. She wrote a catchy headline and a compelling opening paragraph. She’s softened her tone by the final sentence to imply that WOM is something you can’t catch or harness. It’s a byproduct of good marketing.

Oh.

This is akin to Avicom’s strategy of avoiding the term “viral.” Many a huckster will offer you a viral campaign. No one knows what will resonate across the general audience.

On the other hand, we’ve had significant success in creating buzz when we have an intimate look at our audience, their needs and expectations. Which makes buzz a byproduct of good research and smart campaigning. Which means that we agree with Ms. Fou.

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