Word of mouth is based on trust. This foundation is what separates word of mouth from all other forms of marketing – and it’s this trust that’s so important to protect.
From their press release:
Bazaarvoice (NASDAQ: BV) and the Word of Mouth Marketing Association (WOMMA) today announced they are joining forces to develop new industry standards to strengthen the integrity of consumer-generated review content. Brands around the globe recognize that the authentic voice of consumers drives business – and consumers trust these opinions over other forms of content including advertisements and editorial reviews. The new standards ensure social content continues to benefit brands and consumers by remaining transparent and accurate.