Deriving Value From Conversations About Your Brand

Does word of mouth really generate sales? And which word of mouth is the most effective: the one that travels across online social networks or the one that is shared offline face-to-face? The authors of this study point to the importance of distinguishing clearly between these two types of buzz. Both are equally important but follow different logics—sometimes even opposing ones! The authors make their point with statistics and examples, which notably warn against the temptation to focus marketing strategies on digital channels alone and forget about the value of discussions around the kitchen table! They also provide several approaches for transforming word of mouth into sales.