Why social media WOMM beats conventional advertising

12/5/2012 | MIT Sloan Management Review online

Even the best-targeted Facebook ads are of questionable relevance and interest to the site's users -- but that's not a problem for word-of-mouth-marketing social media campaigns, says Georgia State University's V. Kumar. Good word-of-mouth-marketing campaigns are opt-in, with users participating because they're genuinely interested and think their contacts will share their enthusiasm. "If you engage customers ... they go and they get their friends to try it out," Kumar explains.

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MIT Sloan Management Review online

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