Word of mouth marketing and the social media complement each other and need to work together in order for one's marketing efforts to be successful.
But, noted one networking expert, that while many business owners know they should be using word of mouth marketing, they are unaware of its power and how it can significantly improve sales and contribute to business growth.
Tom Fleming, executive director of Business Networking International West Central Florida and director of training at the Referral Institute in Tampa, Fla., said, "Customers are the best advocate for a business. Providing great customer service compels customers to want to tell their friends when they have a positive experience which increases the referral base for any business."
Another traditional word of mouth technique is through making speeches at clubs and organizations. "Public speaking is a great way to build consumer confidence and word of mouth advertising through actual face-to-face contact.
"There are many different types of organizations looking for public speakers on a wide variety of topics. Offer quality information and it will get people buzzing about the presentation and the business product," he said.
But where does the social media aspect fit in.
Rob Fuggetta, chief executive at Zuberance, a brand advocacy consulting firm, said "it is critical to reach out to brand advocates—the people who proactively recommend your brand or product without being paid to do so."
However, social media marketing efforts have been lacking because there weren't the tools to "fully harness the true power of word of mouth.
"The key to energizing word of mouth marketing at scale is to have a systematic approach to brand advocacy that automates the process of identifying and mobilizing a company's authentic brand advocates at scale, driving positive word of mouth and sales," he said.
Twitter and Facebook are just tools to reach the Gen-Y audience, said Ian Ford, CEO of travel company Undercover Tourist.
This generation, he said, not only wants the information for themselves, they want to easily be able to share the information with family and friends.
"Many business owners think they have the 'tools' for this new group of consumers. However, they may not be using them correctly or looking for other unique ideas to draw this group in," Ford said.
