Marketers Claim Agencies 'Don't Get' Social Media

According to new research from WOMMA member company TNS Media Intelligence/Cymfony, marketers aren't pleased with their agencies' grasp of social media techniques. The marketers surveyed claimed that their vendors treat social media channels like traditional media and that many times they lack practical skills -- including evidence of experience using social media tools and techniques for their own purposes.

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Tips and Tricks: How to Spot Influencers and Deal with Detractors

This article from MarketingVOX offers some tips on how to find out who the big talkers are in your organization's category -- because every organization has its own stable of influencers. The article also gives some suggestions for how to deal with folks who have negative things to say about you -- including the importance of listening and responding to them.

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Creating Effective Consumer-Generated Contests

Contests that feature consumer-generated content have recently spiked in popularity, but for every Super-Bowl-worthy competition that manages to rally the creativity and imagination of a brand's fans, there's a slew of others that fall short. So what makes the difference between a contest that generates interest and one that falls flat? This ClickZ article takes a look at some of the elements that make for an effective consumer-generated contest.

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Podcast: Twitter Tools and How to Make Them Work for You

This podcast from "The Podcast Sisters" covers how the microblogging platform Twitter can be used to meet a variety of business objectives. The accompanying write-up also includes some informative articles that highlight the value of Twitter and resources that can compliment, measure, and increase the value of your Twitter endeavors.

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New in the WOMMA Member Center

We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there:

>> Oneupweb's Paid Search Survival Guide
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With paid search, opportunity clicks. Learn the terminology and discover the facts that will lead to streamlined sales and prospecting processes -- overnight.

>> Oneupweb's Eye Tracking Survival Guide
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Eye Tracking is the ultimate, state-of-the-art usability tool. Now, marketers can accurately, scientifically gauge where people are looking on web pages, when, and in what order. Learn the facts -- and the language -- so you can start to benefit from this service immediately.

>> Empowered Involvement and Word of Mouth: An Agenda for Academic Inquiry
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Among marketers, there is broad agreement that companies need to work proactively with fans in order to support and improve the WOM that these consumers spread. However, thus far, no scientific analysis has tried to find out what practically needs to be done to stimulate more of that coveted word of mouth activity. Empowered Involvement aims to fill this gap. It is a methodical marketing framework and approach with the specific aim of increasing their Word of Mouth activity.

>> Measuring the Role of Word of Mouth Marketing
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In a recent national online study among 600 adult men and women, novaQuant explored the relative influence of word of mouth on decision-making across a wide variety of consumer products and services, ranging from computers to cars, dentists to mobile phone providers, and movies to soft drinks. The goal was to quantify, on a relative basis, which categories are most likely to benefit from marketing efforts to generate word of mouth.

WOMMA members, to log in to the WOMMA Member Center to access this great content -- and much more! -- visit:
http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary