The power of social media

Roy Morgan data indicates the 46.2% of all Australians rate ‘word of mouth’ to be the most influential factor in their decision making.

In fact, more people trust the recommendations of other consumers than they do any source of advertising.

14% of people ‘trust ads’
78% of people ‘trust consumer recommendations’

Source: Nielsen Global Trust in Advertising Survey, 2007

Increasingly, this word of mouth is digital and the conversation is happening on-line in social media. The consumer is the channel.