Social media networks are transforming the way word-of-mouth marketing spreads about companies online, Angela Bandlow writes in this commentary piece. To maximize your online WOMM efforts in 2013, Bandlow recommends consciously incorporating WOMM into your social strategies, focusing on measuring social return on investment rather than the number of likes or followers you attract, and using a variety of paid, owned and earned media in your strategies. "The consumer has now become a brand's most influential stakeholder, wielding the ability to influence friends and peers significantly more than advertisers," Bandlow explains.

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