Word-of-Mouth May Not Be All It’s Cracked Up to Be

With that in mind, Godes offered three ways for catalogers to get word-of-mouth campaigns started:

1. Observe interactions online between your customers or those who are like your customers. Observe which elements of expertise among them matter.

2. Facilitate the flow of word-of-mouth information. Ask what kind of information you want transmitted and how you can appeal to the notion of expertise. Ask how you can make people feel it’s in their best interests to transmit this information.