The importance of word of mouth is often emphasized. It works most of the time and is often much more effective than other methods. But the question today is: does the ever-increasing development of digital technologies diminish the importance of word-of-mouth?

In fact, people don’t really need to rely on word-of-mouth anymore – with voice, with language, with face-to-face conversations. They can do it on social media platforms and other digital platforms, and they can do it not “one-to-one”, but by reaching a quantity of “one-to-one followers”.

Therefore, it is naturally much more costly for brands to direct consumers to “word of mouth” communication than “word of mouth to thousands of word of mouth” communication.

But there is a point to note here. The character of communication also develops through some basic trajectories, like – not like, but like – the laws of nature. Therefore, while the main character remains constant, the stops or methods change.

So what is that main character? Making your customer your volunteer…

Yesterday, your customers became your communication volunteers by talking; today they become your volunteers by following, sharing, liking.

In short, the widespread use of social media has led to significant changes in word-of-mouth. In the past, word of mouth was often individual and limited. For example, if someone had a good experience with a product, they would share it with their immediate circle. But today, thanks to social media platforms, one person can tell millions of people about their experience with a product. Therefore, social media has changed word-of-mouth strategies and created an environment that requires brands to be more proactive in customer satisfaction and brand management.