| According to a 2009 Nielsen Global Online Consumer | | | | strategic marketing plan can utilize this new delivery |
| Survey of over 25,000 Internet consumers from 50 | | | | system for that message. |
| countries, 90% say they trust recommendations from | | | | From media giants like Comcast whose nearly 38,000 |
| a friend above all other options. That's not surprising | | | | Twitter followers carry on a lively daily conversation |
| but what is illuminating is the second highest trust | | | | aimed at providing the best customer service possible |
| agents, coming in at a whopping 70%, was consumer | | | | to local Philadelphia television station, the CW Philly |
| opinions posted online and on brand websites. | | | | who makes live Twitter responses to morning |
| Word of mouth or buzz marketing has always been | | | | broadcasts a regular segment on their show to |
| the Holy Grail of brand growth but also the most | | | | Draught Horse, a pub and restaurant using Twitter to |
| challenging to generate on a budget. Small and | | | | announce special giveaways and events to their more |
| mid-sized businesses often find themselves struggling | | | | modest list of 230 followers, businesses are reaching |
| to find cost effective new ways to promote | | | | out to consumers via social media. |
| themselves, their special offerings and create positive | | | | In addition to communicating with current and potential |
| buzz about themselves. | | | | customers via Facebook and Twitter, social media is |
| Social media platforms provide a way for | | | | an efficient and real-time reputation management tool. |
| entrepreneurs and businesses, small and large, to | | | | Philadelphia's mass transit system, SEPTA, posts |
| generate word of mouth buzz without busting the | | | | regular notices of delays or problems on Twitter to |
| budget. Even digital immigrants can translate good old | | | | keep riders up to date. Comcast responds to |
| fashioned customer service into new media customer | | | | customer complaints on their Twitter page, quickly and |
| engagement with a minimum amount of effort. Social | | | | in plain site, earning them a reputation as a |
| media marketing is, in the end, still marketing and a | | | | customer-focused company. |