WORD-OF-MOUTH marketing is one of the oldest and most powerful practices, relying on recommendations and personal experiences to convey messages to others. With the development of technology and the emergence of social media, this phenomenon has become more influential and widespread, as it is no longer confined to traditional conversations but has become part of the digital world.
Social media has made ‘word of mouth’ a powerful marketing tool thanks to its rapid and wide reach; when someone shares a positive (or negative) experience about a product or service on a platform such as Twitter or Instagram, this message can reach thousands or even millions of people rapidly. Users also tend to trust the experiences of others, especially if they are friends or influencers whom they follow and whose opinions they trust.
The impact of word-of-mouth marketing on a company’s reputation and its products contributes to enhancing the reputation through positive recommendations from existing customers which helps build a strong reputation for the company and attract new customers.
On the other hand, negative experiences can cause significant damage to the company’s reputation and spread complaints virally.
So it is necessary to monitor comments, tweets and reactions on social media to understand customer needs and their responses. Responding quickly to customer complaints or inquiries will enhance trust and demonstrate the company’s commitment to customer service.
What made me write this was a video I watched on social media about a Canadian singer whose guitar worth $3,500 was damaged by baggage handlers of an American airline.
Despite pursuing a demand for compensation for more than eight months, the airline kept delaying the matter. Finally, he hit on a brilliant idea to get back at the airline. He wrote a song about his ordeal and it soon became a hit with millions listening to it.
The airline company tried to compensate him but he refused all the offers they proposed to him, and the result was that many Americans launched a campaign to boycott the airline. Not to mention that the market value of the company’s stock fell by 10 per cent.
The bottom line is that word-of-mouth marketing is a very effective and influential tool when used correctly through social media. If employed correctly, it can enhance a company’s reputation and products, and build and strong relationship with its customers. However, quick and wise management of negative comments remains key to maintaining the company’s reputation.
This experience confirms to us the importance of giving the customer his due attention and respect, not only materially, but morally as well, as many institutions unfortunately lack the art, principles and techniques of dealing with customers.
At the beginning of the 20th century, the American businessman of British origin Harry Gordon Selfridge, founder of the Selfridge retail group, used to say: “The customer is always right.”
Zuhair A Tawfiqi
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