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If a Tweet Falls in a Forest… | Social Dialogue Marketing & Word of Mouth

Social Dialogue Marketing Drives Word of Mouth

Dialogue Marketing word-of-mouth marketing

If a tweet falls in a forest and no one is around to share it, does it make a sound?

The short answer is: nope.  If your content isn’t shared socially, it simply isn’t social marketing.  As social media marketers, driving word of mouth is our only goal.

Social Dialogue Marketing Metrics are Based on Action

Word-of mouth marketing is a hallmark of social dialogue marketing gone well. It’s a form of engagement, and online community engagement is trackable.  Measuring the success of social media marketing campaigns is therefore best accomplished by using metrics associated with action: tweets, shares, emails, likes, other cleverly-named clicks.

Traditional PR and advertising models use impressions to measure performance.  Facebook, Twitter and LinkedIn do too, and for good reason: it’s the biggest number, and it provides an idea as to the possible number of people in the forest.  The old advertising adage is that people won’t remember your brand until they’ve seen it 7 times, so the number of impressions is a good metric to track, especially in advertising and PR.

Successful Social Dialogue Marketing Leads to Earned Media

In a social media marketing program, the inherently participatory nature of social media can increase your impression number exponentially.  When someone with 700 followers re-tweets your content, and 5 people in their network in turn re-tweet that content, your community members are giving you earned media on their personal networks.  This is where word-of-mouth becomes incredibly powerful, and it’s a primary reason we as social media marketers strive for inciting the share over everything else.

The most compelling advantage of social media as a communication channel is that it combines the scale of traditional broadcast advertising with the dialogue of a personal sales call.  By using impressions as an indicator of a sound channel strategy, but using the actions themselves as a measure of performance in a social media marketing campaign, we’re well on our way to word-of-mouth greatness.  (Psst… tell a friend.)

Social Dialogue Marketing & The Four C’s

Social Dialogue Marketing & The Four C'sThe 4 C’s of Social Media Marketing provides a framework for applying traditional marketing principles to the wild west of social media marketing.  Social listening is the first step in leveraging the available tools and technologies out there to understand what a target audience is saying; as we discussed here, the second step is to use this information to jump-start interpersonal, credible, and viral word-of-mouth sharing.  We’ll dive into the 4 C’s themselves in future blog posts, but in the meantime, you can download this free social media marketing how-to guide in order to provide some context for driving social media marketing strategy and ROI.

Social Dialogue Marketing is Social

At the end of the day, we must remember that social media marketing is supposed to be social.  Being social implies some sort of interaction between people.  The hallmark of honest social interaction is, you know, honest social interaction.  So when we’re thinking about pre-scheduling all those tweets, we have to bear in mind that placement on a social media channel doesn’t make our marketing social.  The difference between monologue advertising and social dialogue marketing is word-of-mouth sharing.

Tweet wisely, soldiers.




Leslie Nuccio

Leslie is a social media and content marketer who believes in the power of people, the magic of dialogue marketing, and the idea that a monkey can make almost any advertising more compelling.

6 Responses to “If a Tweet Falls in a Forest… | Social Dialogue Marketing & Word of Mouth”

  1. William Dykes says:

    The concept of having little followers on Twitter and trying to reach a broad scope of people is numbing. As this article states, “If your content isn’t shared socially, it simply isn’t social marketing.” I knew this coming into the article but what I didn’t realize was the power of retweets. I like to retweet intresting articles and quotes which lets everybody that is following me read the same articles and quotes, without having any affiliation to that Twitter account. It’s much like a spider web of information where the original tweet is the center and all the retweets expand in different directions to different people. Thanks for the realization!

    William Dykes
    A.B. Freeman School of Business
    Tulane University

  2. [...] talked a lot about word of mouth being the primary goal of the new social dialogue marketing model.  Word of mouth is just another name for buzz marketing or viral marketing: we’re [...]

  3. Marketing through mobile web design is another fantastic concept.

    While social media is powerful, combined offline and online campaigns will create
    higher impact. Social networking is a very effective marketing tool when used efficiently.

  4. [...] tied to community marketing, because the primary goal of a social marketing program – a dialogue marketing model – is earning word-of-mouth shares by exciting a social community with your content. [...]

  5. [...] – and it’s how you get Engagement (and on Facebook, Engagement’s by-product is word-of-mouth marketing).  In the past, Reach was earned media: we were able to get those eyeballs in the Newsfeeds of the [...]

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