Word of mouth

Every one of us can remember a time that we trusted what a friend has told us as fact.  We did not need proof, a source, or to be convinced.  We took it at face value.  We were persuaded by word of mouth.

This is the basis of eWOM marketing.  With the growth of social media in our personal lives, it only makes sense that this forum could also influence our purchasing decisions.  When making a purchase, many of us will read reviews, blogs, and ask friends to get multiple opinions.  For example, it has been reported that about 75 percent of travellers will read numerous reviews before booking a trip.  A study by students of Taylor's University in Malaysia examined the relationships between eWOM and potential business.  In this study, the biggest influence found was the quality of the argument.  This would lead to suggest how companies should move forward with their marketing, engaging the customers and responding to reviews directly.(ProQuest, 2014) 

Companies can also use social media to forward positive comments and reviews found on blogs and discussion boards to a larger platform.  According to Kimberly Whitler of Forbes Magazine and her interview with Suzanne Fanning, President of WOMMA (Word of Mouth Marketing Association) over 90 percent of customers believe reviews and opinions of friends and family over any kind of advertisement.

WOMM focuses on 3 things.  The 3 E's: Engage, Equip, Empower.  Businesses need to focus on connecting and engaging with their fans, not just getting their thumbs up on social media.  A true fan will help sell your product, not just hit the like button on Facebook.

Engage

Join the conversation! Reply to comments, questions and keep the conversation going.

Equip

Give them something to talk about.  Whether it's your product, your impeccable customer service or even a related meme.

Empower

Show your customer that they are important to you.  Give them a way to help make decisions.  Ask them questions; get their opinions on price, quality or even something as minute as the colour scheme of your next product launch.

(Whitler, 2014)

Check out your favourite brands social media accounts.  Do you see these tactics in action?  Do you have an opinion to offer?  

-Lauren

ProQuest. (2014). Examining the antecedents of persuasive eWOM messages in social media. Retrieved from ProQuest: search.proquest.com.library.sheridan.on.ca/docview/1635067956?pq-origsite=summon&http://login.library.sheridanc.on.ca/login?url-accountid=3455

Whitler, K. (2014, July). Why Word of Mouth Marketing Is The Most Important Social Media. Retrieved from Forbes CMO Network: www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/#21ff32a17a77