Word of mouth marketing measurement and analytics
Determining the success of word of mouth marketing activities, like measuring social media campaign success, is best done on a case-by-case basis. Importantly, it needs to integrated with the measurement of other marketing activities, particularly since so much word of mouth activity happens offline.
Having said that, there are a few general guidelines to follow when attempting to measure word of mouth. Larry Freed from US website satisfaction agency Foresee Results has identified what he calls the six truths of word of mouth measurement:
