How to measure word of mouth advertising

[mandy]

Word-of-mouth marketing (WOM) develops market share by encouraging people to talk about a particular product or brand. A successful campaign targets influential individuals according to demographic, imbues them with a developed message, and these influencers spread the word to others in their community. Although WOM efforts are not limited to the internet, the web is a great place to run a program and gauge its success.

Determining the penetration of a WOM campaign is challenging at times; it's tough to define the overall interpretation of a brand within nebulous social groups. The web, however, provides a number of tools to help measure success, from free indexing tools to heavy duty analytical software.

Use indexing tools to extract meaningful data from blogs
The current popularity of weblogs provides a rich medium for assessing a WOM campaign...

full article: http://imediaconnection.com/content/11165.asp