Earlier this morning, we announced the product of a joint analysis with M/A/R/C Research that scores brands based upon the volume of positive recommendations versus negative recommendations. The result is the Recommendation Index.

To kick off the announcement, we'd like to invite everyone to a webinar next week, Monday Dec. 14th at 2:00 CT. Registration is live at www.recommendationindex.com.

Unlike previous metrics that only ask "Would you recommend this brand?" the Recommendation Index evolves the measurement to determine why, where and how often people recommend individual brands as well as how each brand compares to the overall category.

Each quarter, the report will focus on a different industry segment, providing an overall ranking of both positively and negatively recommended brands - as well as how and why people talk about them - both over time and against competitors.

By knowing the words and phrases with which people are making recommendations in a category, it becomes possible to deliberately drive and amplify those qualities that matter most to consumers. The Recommendation Index^SM provides a significant competitive advantage in intentionally shaping and tracking how you are being recommended. The result of which is a direct relationship between your volume of recommendations and its impact on sales.

Full details of the report are available on our site, and the presentation will be posted for those unable to join us for the webinar.

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A recommendation is only as effective as the trust earned by the source.
 
The true effectiveness of online engagement is its ability to influence. Earn the trust of your Online Influencers through authentic, transparent interaction that adds value to the community.
 
There is often only one shot at getting this right.
 
A buzz marketing campaign around your brand or new product launch can be effective if you want to drive short-term attention. However, the process of doing so can be harmful if you also intend to build long-term relationships with influencers with the goal of driving sustainable word of mouth.


So take your time.
Today it might be Twitter.
Tomorrow it's a Facebook page.
As you take your first  steps into the living web,
listen, learn, and ask questions - of everyone.

The people you meet along the way can become your biggest advocates. And in the process, you will earn the kind of trust that elicits advocacy.

• How many people are recommending your brand right now?

• Is there anything you could do to thank them?
  

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View more presentations from Bud Caddell.

Bud Caddell, over at Undercurrent, put this great presentation together that illustrates what it means for a brand to become an authentic participant in the living web.

If you aren't already, you should follow his work on Twitter @bud_cadell and his blogs.


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