Tips for Fostering Word-of-Mouth Campaigns

DO:

• Be authentic and consistent.
• Create an encouraging and supportive environment.
• Invite your brand advocates and remain hospitable.
• Treat the dialogue like you would an everyday conversation with intimate friends, colleagues or VIP acquaintances.
• Remember, you are creating a campaign—an integrated sum of coordinated initiatives designed to achieve particular objectives.

DON’T:

• Sacrifice your brand integrity, credibility or consistency.
• Try to be clever or cute rather than informative or helpful.
• Create an unscrupulous or false campaign (“astroturfing”).
• Disrespect the brand advocates you have empowered or recruited.