Sean Moffitt of Buzz Canuck shares an in-depth look at the time scale of word of mouth in its various forms.
Sean’s scale (pictured) begins with viral, which he describes as having the potential to widely spread but having the shortest lifespan and the highest level of unpredictability — up to customer evangelism, where through year over year investment and a company-wide embrace of the community, word of mouth is hosted by the fans themselves and not the organization.
Sean’s analysis also includes relevant scenarios in which each form of word of mouth is particularly applicable, as well as several real-world examples.
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The Lesson: Not all word of mouth is created equally. The best and most sustainable requires a significant investment in time.
