Offline WOM more effective than online buzz

A new study released this week found that offline word of mouth is much more credible and positive than online word of mouth.

by Helen Leggatt

Around 3.5 billion word of mouth conversations take place in the U.S. on a daily basis, of which just 7% take place online via instant/test messaging, chat rooms, email and blogs. The remainder take place offline either face to face (75%) or on the telephone (17%).

However, despite the rise and rise of social networks and consumer review sites, a recent study by the Keller Fay Group and OMD found that people are still likely to find a face to face conversation with someone they know or are related to more “credible” than an online encounter.

"Apparently, the value of eye contact, voice and perhaps even non-verbal communication provides a boost to credibility and the likelihood that we'll do something about what we've learned,” said Keller Fay COO Brad Fay, co-author of the study.

The Keller Fay Group are hosting a free webinar on July 10, 2008, that will explore the relationship between offline and online word of mouth