Abstract:

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trusted sources. Consumers are exploiting this in huge numbers, creating a significant new dynamic with major implications for marketing. But there is nothing companies can do if they cannot find a way to listen to these online conversations and understand their implications. This paper explores how we have set about the task of providing such insights to some of the world's major brands.