Word of Mouth Still Kills All Other Advertising Forms

by Jason Keath on Apr 25, 2012

Originally published on Social Commerce Today

Nielsen Global Trust in Advertising report

With its emphasis on friend-to-friend sharing, this bodes well for social commerce. For example, when we are uncertain about what to buy, it’s common for us to depend on the influence of friends. Therefore, integrating elements such as rating and recommendation systems, social sharing buttons and shop together tools is a smart thing to do.

Nielsen finding’s indicate that editorial content such as that found in newspapers is trusted, as well. Normally, we associate such content with those we would consider to be experts in their fields. So a reliance on expert voices – authority figures, celebrities, etc – is a wise move. Think Kim Kardashian at Shoedazzle, or Rachel Bilson and Kate Bosworth at Beachmint as examples.

Tactics aside, what is of greatest importance is that your social media engagement be marked by authenticity and transparency. People want to be told the truth. They want their interactions with you to be validated by a genuine personal response. And they want the acknowledgement that what they have to say matters.

And another thing – success in social commerce is not simply a matter of utilizing certain channels, or even maintaining a high level of engagement, but of providing a product or service that’s worth talking about. If you do, people will. And, if the Nielsen report has value, the earned media you accrue as a result will work in your favor.

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Post Author

CEO and founder of Social Fresh, the social media education company. Jason is a social media consultant, a social media speaker and industry analyst. He consults with corporations and agencies on social media strategy, building community, and influencer...