We’re familiar by now with the idea that word of mouth is more powerful than traditional marketing. But I was taken by Jackie’s observation that word of mouth is more powerful than Oprah. (If Oprah is more powerful than a locomotive, it follows that word of mouth is more powerful than Superman…or something like that).
So I’m checking out WOMMA, Word of Mouth Marketing Association. It’s a vibrant community with a strong focus on ethics.
What’s most intriguing to me about WOMM right now is the implicit humility. It’s the polar opposite of the high-powered master-of-the-universe advertising exec. WOMM elevates customers to a position of power (more accurately, it recognizes the power that was always there). A WOM marketer or a community manager is in a position of service. And a company that wants to succeed with WOM has to recognize that quality and value are the essential ingredients. Buzz strategies, viral videos and currying favor with perceived influencers falls apart if the brand doesn’t live up to or exceed its promise.
(Speaking of telling others, justeditme, thank you very much for faving me on technorati!)