Affinitive’s Social Media Playground

With consumer brands increasingly moving from monitoring conversations to executing word of mouth marketing programs there is a growing need for clarification of the various options available to a brand marketer when executing a WOMM initiative. Most everyone we talk to understands the need and importance for word of mouth but since it’s still a [...]

Two recent articles have caught my attention that attempt to challenge some of the fundamentals of word of mouth marketing theory and metrics: The first, Is the Tipping Point Toast, discusses challenges being made to the “influencer” model made famous in WOM101 books The Tipping Point and The Influentials. In it, Duncan Watts, a researcher [...]