Social Media And Word Of Mouth: 2 Ecosystems That Must Be Mastered

One of social media’s key attractions to marketers is the window it provides on authentic conversations and opinions of consumers, as both a marketing channel and an insights platform. But do the conversations occurring on social media platforms accurately reflect consumer conversations about brands more generally — the type of discussions people have in person with family, friends, colleagues at work, and so forth? If consumer conversation is an iceberg, then social media is the visible “tip” above the ocean surface, while offline conversation is the largely invisible portion that lies beneath. Read More