According to Andy Sernovitz, in his latest book, Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition
“Word of Mouth” has been around for a long, long time. What’s absolutely new is the second “M,” or Marketing.
Or, the idea that a company or marketer can actively influence the amount of “work of mouth” that really takes place. He says that this influence is actionable, trackable, and plannable just like any other marketing strategy or tactic.
Here’s an interesting visual I created that will help you explain Sernovitz’s principles.