The reason? "Your voice -- the marketer's voice -- is going to be drowned out" by consumers
talking to one another on social networks. Forrester has developed a tool called Peer Influence Analysis that shows that consumers generate 500 billion impressions upon one another regarding products
and services every year -- or 2,841 impressions per online consumer per year.
"Only empowered employees can operate at the speed of empowered customers," Bernoff writes. "For marketers, this boils down to a key question: Are you allowing your staff to come up with solutions that will improve your word of mouth?" Handily, Bernoff has a book -- Empowered: Unleash your Employees, Energize Your Customers, and Transform Your Company -- that tells you how to do it.
advertisement
advertisement