Organic vs. Amplified Word of Mouth
The following terms attempt to explain the differences between word of mouth that results from day-to-day interaction with customers and the kind that occurs as a result of a specific campaign to create or encourage it.
By no means are these terms commonly accepted. Some marketers feel that word of mouth is always there, and that a campaign can amplify it, but that word of mouth is the same regardless of its origin. Other marketers don't use campaigns specifically to promote word of mouth, and feel that there is an important distinction.
Organic WOM occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. Practices that enhance organic word of mouth activity include:
- Focusing on customer satisfaction
- Improving product quality and usability
- Responding to concerns and criticism
- Opening a dialog and listening to people
- Earning customer loyalty
Amplified WOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities. Practices that amplify word of mouth activity include:
- Creating communities
- Developing tools that enable people to share their opinions
- Motivating advocates and evangelists to actively promote a product
- Giving advocates information that they can share
- Using advertising or publicity designed to create buzz or start a conversation
- Identifying and reaching out to influential individuals and communities
- Researching and tracking online conversations