Introduction
I wanted to start by getting the definition of “Word-Of-Mouth”. According to the cambridge.org dictionary:
given or done by people-talking about something or telling-people about something.
We get most of our work through word-of-mouth recommendations word-of-mouth publicity
cambridge.org
Why are Tweets, Posts and Status Updates the new Word-of-mouth?
To answer this question I would like to explore the types of relationships people have. In this current time people usually have two types of relationships, one is direct/offline such as your girlfriend or wife someone you see everyday in the flesh. And the other type of relationship is online, such as people you have a connection with say your friends Whatsapp group or various other forms of communication e.g. Facebook and Instagram.
What is quite interesting is the online persona and the people you “Follow” tend to be seen as a relationship or you feel a connection this could be an influencer or your favourite Youtube channel. What was traditionally word of mouth through speaking to friends and family has now grown into an online community. Word-of-mouth is usually from someone you trust because if you are willing to put in the money to purchase a product it needs to come from a trusted advisor.
What could possibly be seen as an oversight is where word of mouth is coming from, it appears that a lot of businesses are geared towards the physical relationships through word of mouth often from family and friends. While it is still and always will be a powerful source, one must think are we missing out on something bigger. The acceleration we have seen of products being sold through hashtags, social media influencers and targeting Facebook Groups has seen a huge growth.
Quite often people prefer word of mouth because they are getting a recommendation and not being sold to. Marketers are now using online sources to target buyers in a soft manner, using those you trust to sell a product. If you watch Youtube or Instagram you will notice sponsored video portions where your favourite influencer speaks about a particular service or product. By building online rapport and trust, word of mouth has now expanded exponentially.
So the next time you hear a business say:
“oh we have HEAPS of business thanks, we don’t need to advertise or go online because we have word-of-mouth“
It’s not so much about getting HEAPS of business, it is about staying relevant. Relevancy is being online, using trusted people to accelerate your brand through sources such as Twitter, Facebook, Instagram, Youtube and TickTok.
It is about appealing to the next generation which have relationships online and the next “gen” do communicate differently, let’s not forget about the two relationships both offline and online to help influence choice and maximise your word of mouth.