“The less control a company has over its marketing message, the greater its credibility.”
Pamela Talbot is the chief executive of the American side of Edelman, a large international public-relations firm, and an expert in consumer-product marketing.
Talbot’s quote sheds light on the new age of marketing where the message is being more and more influenced by eWOM. Social media has exploded the speed at which an individual can influence another in a positive or negative way. Although this conversation is many time “out of your control” by monitoring these conversations, you will be able to understand how costumers are talking about your business and how to join the conversation to correct any misguided information. Correct any incorrect information, and insert the tone consistent with the message that your brand wants to send.