There are two types of word-of-mouth occurring online: conversation resulting from natural interactions between consumers regarding a brand experience, and conversation resulting from a specific campaign or event that encourages it. WOMMA classifies these two types of conversations as Organic versus Amplified word-of-mouth.
As a long-term strategy for building brand buzz it is important to focus efforts on organic word-of-mouth. According to a Nielsen Online survey, the majority of consumers state that they post information online because they use the product and either like it or don’t. In general, organic WOM stimulates 78% of consumer messages online while 22% stem from marketing activities (amplified WOM). Accordingly, to grow buzz it is essential to focus on the consumer’s brand experience. This can be done by enhancing product performance, employee training and customer service.