The WOMMA (Word of Mouth Marketing Association) folks recently released what they're calling a new set of standards to measure the impact - and ROI - of word-of-mouth marketing. Download WOMMA's 12-page PDF here. It explains measurement terms and methodology - including the WOMUnit, the "single unit" of information that is passed from one consumer to another. (via BlogWrite for CEOs)
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July 12, 2005
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WOM is one of those corporate-world things that I don't think translates to associations very well, except maybe for very large and local associations. Perhaps this framework will help change my mind.
Posted by: Ben Martin | July 13, 2005 at 08:09 AM