Joseph Jaffe is the author of "Join the Conversation", and has been a leading voice in the area of Word of Mouth Marketing. His blog "Jaffe Juice" is one of the most popular marketing blogs on the internet today. He's also the president and "chief interrupter" of CRAYON.
For all the mis-representing that is going on, all advertising should fall under the new law that the UK has passed. Word of Mouth has always been around, but never ever at the race, pace and attitude than it has today. Anything can be a conversation, even a book.
The opportunity is so much bigger than technical silos. Our opportunity is how to re-invent marketing. Focusing on relationships is most important. Businesses would rather have impressions and are not subscribing to the fact that relationships are better. They don't realize that one relationship - bad relationship can bring down the company. Jeff Jarvis & Dell are great examples of this, as well as Comcast with the sleeping technician, and the possibility of the pictures in the Dove "Real Beauty" campaign might have been retouched.
You can't just expect WOMM to work and its not bought. Trying to buy the value of WOMM with one shot doesn't work. Word of mouth marketing requires conversation and conversations require trust, you really cannot buy trust. Joe shows his example of ooVoo and comparing it to Pepsi. Pepsi bought an advertisement on the Super Bowl, there was a spike in talking about them. He then shows conversations about ooVoo after a WOMM campaign was launched exceeded the talk of Pepsi and then also it went much longer. Pepsi just had one spike, ooVoo had several.