The power of online word of mouth
Word of mouth is clearly one of the fastest-growing sectors in marketing. PQ Media's recent study has it growing 14.2 percent in 2008 to $1.54 billion and expects it to reach $3 billion by 2013. Powering that growth are social technologies that have made it increasingly easier for individuals to grow their spheres of influence and quickly spread content to their expanded social networks online.
Creating a campaign that ignites word of mouth online is far from an exact science. But it's not a mysterious game of chance, either. There are tried-and-true best practices that have been demonstrated to increase the chances that consumers will want to share your brand and its messages with their friends and family. In this article, we'll take a look at five core word-of-mouth triggers and the brands that have leveraged them for successful campaigns.