Who’s social now?

For all the advertising that happens – for all that paid awareness – the true influence has been word-of-mouth. Don’t get me wrong, awareness is a key element in the process of word-of-mouth. But awareness does not close the sale.

Everyday we are surrounded by so many images and messages that they become environmental wallpaper, blending into the background with sublime camouflage. What is it that makes us take notice?

There has been advertising and marketing for a long time. And the arsenal at the disposal of companies moving those messages keeps increasing. From old-school approaches like billboards to new-fangled enterprises like twitter and pinterest. But for all that exposure, it’s word-of-mouth – still.

Interesting that we are moved by our friends using the same platforms. There is a certain disgust, stand-off that happens when we get a paid ad in our Facebook feed. But, if a friend makes a note about a product, service or even a show you are more likely to consider. So word-of-mouth still exists – it will always exist. All that is changing are the megaphones that we use – it was in person, then the phone, now it’s social media.

What will the future of word-of-mouth be?

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