#Share: How To Mobilize Social Word Of Mouth (Swom)

Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM) -- a subset of electronic word of mouth (eWOM) -- has incredible reach, with the potential to influence over 2 billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. The book brings together industry best practices and academic research to help construct social media content that speaks with a company's individual brand voice, stimulates engagement, inspires consumers to share (#share), and complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that provides actionable information for mobilizing a company's positive sWOM.

• | Author: Natalie T. Wood|Caroline K. Muñoz
• | Publisher: Business Expert Press
• | Publication Date: Feb 08, 2017
• | Number of Pages: 254 pages
• | Language: English
• | Binding: Paperback
• | ISBN-10: 1631574418
• | ISBN-13: 9781631574412