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Ten years ago, AdAge published a survey of young adults which asked them what sources of information they trusted most to inform a purchase decision: nearly seven of ten identified word-of-mouth as the most influential tactic to them. This is when 2 percent of all adults used social media on any given day.
In 2015, social networks have demonstrably changed the word-of-mouth distribution model. Forty-seven percent of all U.S. adults use Facebook daily, 25 times the number of total daily social media users a decade earlier. While Jonah Berger’s research in Contagious: Why Things Catch On indicates that face-to-face word-of-mouth is more effective than social media word-of-mouth, social media is not an insignificant contributor to word-of-mouth “buzz.”
What I want to do in this piece is highlight nine diverse word-of-mouth campaigns....
