WOM is more offline than online

Real-world word-of-mouth still packs a big punch but it is effectively being ignored by many brand owners who want to focus on building and measuring social media buzz.

WOM is more offline than online

Brad Fay and Steve ThomsonKeller Fay Group

The visibility of brand buzz in social media has caused too much attention to be paid to online word-of-mouth when real-life chatter accounts for 90% of all conversations around brands.

Word-of-mouth (WOM) about brands is as old as branding itself. We are social animals, hard-wired to share information about the things we like and that can make our lives better. Throughout the last century, in almost all parts of the world, the steady growth of the consumer society has fuelled the increasing presence of brand names...

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