Some skeptics say that social media lacks two most important attributes: One being the lack of scalability & the other being the measurability parameter. Though, I don’t totally disagree with the above statement but it has always been one of my interests to understand how to measure effectiveness of things like word-of-mouth without asking the analytics guy to work overtime.

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The answer came in a very weird fashion if I may say so. Being a marketer, it’s important to have an eye for detailing. Even more in your observation, understanding and last but not least sharing the information with your peers, family and sometimes to those whom you don’t actually like sometimes :-). So that is the very essence of word of mouth. But you can’t actually measure it until & unless you see your sales figure or something related to that moving northwards. Isn’t it?

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But I have an interesting point of view here. You may disagree with me totally. But being a marketer, when you see your non-geek friend, less media savvy guy or sometimes your grandmother talk about something new which she has seen or heard; then you know that it must be working.

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Actually, the point is that nowadays we read into too much of data and forgo the intuition part of it. So when your next door neighbor (whom you usually hate sometimes) tells you about a new gizmo he has seen few days back; remember that your company (if it is making that gizmo), then actually you are doing good in your word-of-mouth campaign. So Information+Intuition=Order of the day.

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