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Wednesday, 25 November 2015

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Conversations worth talking about


Social WOM is undeniably more visible – but that’s our point: the less ‘visible’ conversations over the phone and round the kitchen table can’t simply be ignored, as there are so many of them. For most products and services, it is very difficult for social media to produce the scale of offline conversations, such as those that are triggered by good television advertising. And it is not just our research that says so; please take note of this serious academic work out of Australia by Karen Nielsen Field ( As for our methods, our diary-based approach means that our survey is not reliant on memory alone – conversations are recorded as they happen It is true that when social media works best, it is as an integrated campaign that includes a heavy dose of social media in addition to other forms of media. For a lot more evidence, please see The Face-to-Face Book, by Ed Keller and Brad Fay.

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5:26 pm