Point of view: Take off digital blinkers
Molly Flatt1000heads
Many brands are starting to understand the importance of brand word-of-mouth within social media. As long as conversation occurs online they can see it, analyse it, measure it, and even scrape together some budget to play with it. Perhaps they've won an award for a Facebook campaign or YouTube viral. They're starting to feel good about taking what, initially, felt like a big risk.
If only that awkward statistic about real-world word-of-mouth would go away. You know the one. The old chestnut informing us that 90% of word-of-mouth happens offline....