Definition
From a marketer’s perspective, word-of-mouth is how the positive (or negative) views of brands are spread by consumer conversation, through public, social channels or through one-on-one forums such as face-to-face conversations. The rise of social media has led to easier measurement of the channel, but private channels are still a major but less trackable influence.
For a comprehensive view, brands need to measure the full conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is. From this we can create the TotalSocial®score – combining online conversations, including public...