Media Post recently reported on a DEI Worldwide study on Word-of-mouth marketing.
The study showed that 67% of consumers are likely to pass along information from an actual (“real live”) brand representative to other people, and 57% are likely to take action based on that information
Consumers don’t put much trust in corporate blogs or social network profiles, but will readily listen to people–even if they are employed by the company selling the product–provided that they are open about their mission and relationship to the company.
This is a very interesting stat for social media and could lead you to jump to some immediate conclusions. However, if you really want WOM marketing to work you need a complete story (see Made to Stick)
The Brand Experience Lab has a really good post on the subject and sums it up perfectly here:
WOM is not a tactic or strategy by itself. It is the outcome of doing something really well.
Bottom line, it all comes back to your companies brand and product strategy. If you create something that has an authentic story behind it, people will love talking about it.