I’m a Word of Mouth Marketing junky. I’m constantly inspired by the practice and what my fellow colleagues in it are doing everyday. One of the larger resources I’ve always turned to for the latest campaigns, trends and news is of course, WOMMA and more specifically their daily newsletter - The WOMMA Word.

For years now I’ve looked forward to it arriving in my inbox everyday. However, over the course of the past year or so I’ve been increasingly less excited for its arrival each day. Why? I feel like WOMMA, the organization I credit with giving my career direction, has swayed from its roots and become caught in the trap of social media hype.

I certainly don’t view social media the tool as hype. In fact, I view it as an incredibly useful Word of Mouth Marketing tool when the situation dictates and I use it regularly in my own work each day. But it’s hardly the whole Word of Mouth story. In fact, according to WOMMA itself, social media is 1.3% of the story. In a recent article written by WOMMA’s John Moore, he points out that 90% of Word of Mouth conversations each day happen offline and only 1.3% of the remaining 10% that does happen online happens via social media.

If that’s the case than why does it feel like WOMMA is dedicating itself almost entirely to social media (especially when we all know there are no shortage of self titled experts out there)? I do a lot of talking about how I think these experts and the rise of social media hype is hurting the Word of Mouth Marketing discipline so for fear of falling into my own trap I decided to do a little research. I took a look at nearly every issue of The WOMMA Word that’s ran from September to earlier this week (December 8 was the last issue documented) to see how many articles were focused on social media.

My criteria was simple - I would count each featured article (not events, announcements or the “What’s Now WOMMA section) and then figure out how many out of those articles focused on social media. The results were pretty surprising. Out of roughly 143 articles written I counted 101 that focused on social media. That’s equal to 70%. That means 70% of the articles written by the foremost Word of Mouth Marketing authority are focused on 1.3% of the industry. Somehow, to me, that math doesn’t quite add up.

I’m not going to write about why I think this is (read any of my other posts and I think you’ll figure it out). And, I’m not going to sit here and pretend like I don’t still find the newsletter or organization helpful. I still learn a great deal from them regularly. But this is a disturbing trend for me and others like me that believe in the power of Word of Mouth beyond simply the latest tools.

I’d like to ask and maybe even challenge WOMMA to find a better balance. Become the organization again that inspires and leads. Not the organization that  feeds the beast. We’ll all be better for it.

You create a business based on maintaining other people’s social media accounts. Because you know what that proves? It proves you don’t get it. AT ALL. If your idea of successful, strategic “social media” is being social for other people than you could care less about both the social aspect of the practice and the very foundation of it too.

See, social media is a tool for Word of Mouth Marketing and Word of Mouth Marketing is a practice based on transparancy, honesty, and building relationships. By building a business on maintaining other people’s social media accounts either you’re preying upon other people’s laziness and ignorance or you’re simply ignorant yourself (probably a combination of both).

It’s cliche at this point to yell about the rash of social media “experts” that have infiltrated Word of Mouth Marketing without regard for true “Word of Mouth.” But I take solace knowing that these experts are not long for this world. Sure, you might make a few bucks for a little while but you know what’s going to happen eventually? You’ll lose. Because let’s be honest. You have absolutely no idea what you’re doing. And I’m not necessarily saying that I do. But where you have the latest tool and some meaningless numbers on your side, I have honesty, transparency, and a dedication to establishing meaningful lasting relationships on mine. I’ll take those odds every time.