Internet Word-Of-Mouth Trends In 2008

This paper explains 10 predictions for the Internet Word-Of-Mouth IWOM Industry this year: brands (really) join the conversation; online communities and brands forge more explicit relationships; Bulletin Board Systems (BBS) sites add Social Networking Site (SNS)-like features and rebrand themselves as SNS; "Real names" becomes a buzzword that netizens don't buy into; brands recognise IWOM as a separate skill set and headcount in China; facebook acquires a local SNS, and Chinese netizens couldn't care less; brands recognise the importance of social commerce; digital agencies take ownership of IWOM marketing; vertical-focused SNS sites will emerge; and IWOM has its day on consumer day.