Social media is a great way for brands to engage with customers who already prefer a brand and to potentially reach friends of those customers. According to this FastCompany article, Facebook has said that “word-of-mouth conversations among friends are the most influential for getting a brand’s message across.” Research from the KellerFay Group shows that “50% of consumers are likely to purchase products as a result of ‘word of mouth,’ and 90% of consumer conversations happen offline.”

However, our (Microsoft’s) resent research with Advertiser Perceptions found that leading social media marketers believe that almost two thirds of the ‘word of mouth’ they work so hard to generate doesn’t reach their target audience. And there are significant challenges to be solved in driving word of mouth.

With this in mind, it makes me wonder what else can be done online to help drive word of mouth and perhaps influence that offline conversation?

Please send me pointers if you’ve seen good examples! @BrianGroth


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