From the editor: Spread the word

Colin Grimshaw

It was inevitable that since Word-of-Mouth (the topic for this month's Admap Focus) emerged as a popular term around the same time as the genesis of social media, the two would become inextricably linked in many people's minds. As though brand chatter and recommendation never existed before the invention of Facebook. And that such discussion didn't just happen in everyday life. No, it needed to be stimulated… through the seeding of brand champions, advocates, influencers… online, of course.

In fact, though the social media zealots would have you think otherwise, the vast majority of brand chat -moreover, the most important chat that influences someone to choose a brand – takes place in the real, offline world… not among chat room strangers or virtual friends, but among real friends, work colleagues, family members.