#Share : How to Mobilize Social Word of Mouth (sWOM)

Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)--a subset of eWOM--has incredible reach with the potential to influence over 2billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book was to bring together industry best practices and academic research to help you construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to share (#share), and that complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding of the topic and provides actionable information to assist you in mobilizing positive sWOM for your company. Read more... Abstract: Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)--a subset of eWOM--has incredible reach with the potential to influence over 2billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book was to bring together industry best practices and academic research to help you construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to share (#share), and that complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding of the topic and provides actionable information to assist you in mobilizing positive sWOM for your company Preface Marketing / marketing with twitter: challenges and opportunities / Alena Soboleva, University of Western Sydney, Australia, Suzan Burton, University of Western Sydney, Australia, Alia Khan, University of Western Sydney, Australia A cross-cultural comparison of micro-blogging sites : sina weibo vs. twitter / Bela Florenthal, Ph.D., William Paterson University, USA, Mike Chen-Ho Chao, Ph.D., William Paterson University, USA The role of micro-blogging in responding to corporate controversy / Megan Lambert, University of Central Florida, USA, Stephanie Vie, University of Central Florida, USA Engaging customers via twitter : three successful communicative strategies / Veronica Ravaglia, Università Cattolica del Sacro Cuore, Italy, Eleonora Brivio, Università Cattolica del Sacro Cuore, Italy, Guendalina Graffigna, Università Cattolica del Sacro Cuore, Italy Customer service Tweeting for service : twitter as a communication channel for customer service / Ilaria Dalla Pozza, IPAG Business School, France , Natalie T. Wood, Saint Joseph¿s University, USA; Edith Cowan University, Australia, Janée N. Burkhalter, Saint Joseph¿s University, USA Customer service on twitter : company-consumer expectations and service configurations / Alexa K. Fox, Ohio University, USA, Scott Cowley, Arizona State University, USA Tourism services, micro-blogging and customer feedback : a tourism provider perspective / Marios D. Sotiriadis, University of South Africa, South Africa, Cina Van Zyl, University of South Africa, South African Managing capital Whom to trust for financial advice? : the quality of investment advice on twitter / Simon Pickert, Technische Universität München (TUM), TUM School of Management, Germany, Philipp Sandner, Munich Innovation Group GmbH, Germany Legal implications of utilizing micro-blogs in employment practices : a guide for business and marketing professionals / Stephanie A. Tryce, JD, Saint Joseph's University, USA Integration of micro-blogs into the human resource management (hrm) areas of recruitment, selection and employee relations / Ryan Petty, Roosevelt University, USA, Laxmikant Manroop, Roosevelt University, USA, Sara Linton, Roosevelt University, USA Perceptions of risks of non-advertising uses of micro-blogging within small to medium enterprises / Soureh Latif Shabgahi, University of Sheffield, UK Andrew m. cox, university of sheffield, uk Insights & metrics Twitter data acquisition and analysis : methodology and best practice / Stephen Dann, Australian National University, Australia Micro-blogging as a generator of market insights and competitive intelligence / Elisa Arrigo, University of Milan-Bicocca, Italy Benchmarking micro-blog performance: twitter content classification framework / Stephen Dann, Australian National University, Australia Compilation of references About the contributors Index. Each day, millions of consumers venture online to search and exchange product information and to seek out and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update to Facebook of an upcoming vacation, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over two billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. The goal of this book is to bring together industry best practices and academic research to help construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to share (#share), and complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding and provide actionable information to assist you in mobilizing positive sWOM for your company. Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM) -- a subset of electronic word of mouth (eWOM) -- has incredible reach, with the potential to influence over 2 billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. The book brings together industry best practices and academic research to help construct social media content that speaks with a company's individual brand voice, stimulates engagement, inspires consumers to share (#share), and complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that provides actionable information for mobilizing a company's positive sWOM The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business's strategy. Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments. Media professionals today are facing numerous changes within mass media that will continue to impact the creation and delivery of persuasive messages.The Handbook of Research on Digital Media and Advertising: User Generated Content Consumption bridges the gap between professional and academic perceptions of advertising in new media environments through defining the evolution of consumerism within the context of media change. Containing findings from international experts, this Handbook of Research provides coverage of practical issues related to consumer power shifts, economic issues related to media exposure, and definitions to understand the dynamics involved with consumerism. Content: 1. Social word of mouth marketing (sWOM) -- 2. The social consumer: the who, what, why, and how behind sharing -- 3. Social business: it's not just about marketing -- 4. Legal and regulatory issues: clear and conspicuous disclosures -- 5. Social media policy and guidelines: the rules of engagement -- 6. Storytelling: what do you say and how do you say it -- 7. Social influence: the power of persuasion -- 8. sWOM on popular platforms -- Appendix: list of resources -- Index. Examines the influence of social word of mouth (sWOM) and provides guidance on how to operationalize its growing power. The goal is to bring together industry best practices and academic research to help construct social media content that speaks with your brand voice, stimulates engagement, and inspires consumers to share. 'This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user'--Provided by publisher. "This book examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach"-- Provided by publisher