Digital CPG Blog

Photo Credit: Alx.

“The simple truth of the matter is that a Facebook status update or tweet is not as social, or direct, as many of us would like to believe. And thanks to all of the chaff that’s floating around in the social mediasphere, posting a Facebook status update or tweet is often like sending an email to /dev/null. In short, status updates and tweets hardly represent the one-to-one interactions that serve as the foundation of effective word-of-mouth.”

This quote comes from a new study from the Keller Fay Group (h/t Jessica Smith) that argues word of mouth is still largely an offline phenomenon.

Even among teens, who are blazing the way in social media and mobile technology use, have a whopping 85% of their word-of-mouth activity take place off of the internet. That percentage is even higher for the general public at 93%, dispelling the myth that the internet is the primary platform for word of mouth.

Seems face-to-face communication still reigns.

Does this affect your marketing plans? How can you adapt your strategy  to take advantage of this research?