Sustainable word of mouth marketing means forming persistent, authentic relationships. It means defining conversation as more than an email exchange. To foster sustainability, a transparent liaison between community and company must demonstrate favorable intentions and consideration for each contact they make - and maintain those relationships through meaningful actions and correspondence.

There is an important distinction between sustainable word of mouth and buzz. While buzz can provide strong impact and visibility for a new product or service in the short-term, it lacks the qualities that earn the long-term trust and advocacy of a community.

Word of mouth isn't free. Brand evangelists are earned through persistent, meaningful interactions that require time and attention.
 



When the buzz dies down, do the influencers in your industry have a reason to keep talking?