There is no greater testimony to a company's worth than honest word-of-mouth feedback from the public. However, unlike paid ads and promotions, you can't control what people say about your products or services. Or can you? While no one can script public sentiment, companies can take steps to increase the likelihood that online comments remain positive. In "Word of Mouth Marketing: How Smart Companies Get People Talking" (Greenleaf Press/Available in late April), author Andy Sernovitz contends that many word-of-mouth responses are based on perceptions of corporate integrity. With this in mind, he comes up with the following list of questions that can help organizations evaluate the ethical quality of their marketing plans and customer interactions. Sernovitz leads SocialMedia.org, a community for social media leaders, and WordofMouth.org, a resource for marketers and entrepreneurs. For more about the book, click here
Dennis McCafferty is a freelance writer for Baseline Magazine.
Some of the products that appear on this site are from companies from which QuinStreet receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. QuinStreet does not include all companies or all types of products available in the marketplace.