When brand managers are hesitant about social media, their concerns are often aligned with negative word of mouth. “Won’t a social media presence unleash the beast and give people the opportunity to tell us everything they hate about our brand?” they often ask.
I usually utter some kind of response having to do with how strong communities often moderate themselves, criticizing people who aren’t aligned with your strongest brand advocates. Little did I know, according to this infographic from Column Five and WOMMA, 66% of word of mouth conversation is “mostly positive” anyway.
If that’s not a compelling reason to engineer digital channels designed to foster word of mouth conversations online, I don’t know what is.