iMediaConnection: The Good Word on Word of Mouth

Links to white paper which studies the effect of paying employees or others to post on message boards etc...conclusion that only very first few may gain advantage before readers tune out..

The " industry group, the Word of Mouth Marketing Association (WOMMA), that is dedicated to developing best practice standards."

The article concludes "There are positive and negative ways to influence consumer perception of your product, brand or service. The key is to do so in a responsible manner. Word of mouth works best when it is openly and organically created. Messing around with that formula without knowing what you’re doing is kind of like throwing a knuckle ball -- you’re never quite sure where your message will land"

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