Walk the Talk

Get others to spread the word about your business.
Magazine Contributor
1 min read

This story appears in the July 2005 issue of Entrepreneur. Subscribe »

, who gained immortality with the cult game Six Degrees of Kevin Bacon, turns 47 this July. The game, originally developed by three in , permeated popular via word-of-mouth. It's since earned its own reference page on , a free online encyclopedia built by word-of-mouth.

Wise word-of-mouth works, and word on the street is that this type of marketing is reinventing its image. Here's how to make it work for you.

  • Heed the new ethical code of conduct for word-of-mouth marketers, recently released by the Word of Mouth Marketing Association, the official trade association for the word-of-mouth marketing industry. The standards are similar to the Ethical Business Pledge movement: Honesty ROI (honest disclosure of relationship, opinion and identity). WOMMA hopes the new standards will elicit consumer respect.
  • March over to this year's Ad:tech in , July 11-12 at the Sheraton Chicago. Coincidentally, WOMMA made its debut at Ad:Tech in November 2004.
  • Track word-of-mouth trends with BlogPulse, a trend-discovery network for blogs.

Kirsten Osolind is CEO and founder of re:invention inc., a Chicago-based marketing consulting company.

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