On the web there are several possibilities to pursue this. You give the consumers a possibility to share products, articles, pages on Facebook, Twitter, Digg and so on, this is called Social Sharing and has proved successful. You can also focus on Social Commerce or User-Generated Content (UGC). Social Commerce is a way to let people actively participate on online shopping sites. This is most commonly done by letting consumers rate products and pages or submit reviews. These methods might not strictly be word of mouth but this is a way to embrace the concept on the Internet.
Shown below is the other ways the Internet is used to attract customers.
Which of the following online marketing techniques does your business currently utilize?
|A company website||86%|
|Social media (Twitter, Facebook, etc.)||44%|
|Search engine optimization (-SEM)||28%|
|Search advertising (Google AdWords, etc.)||21%|
|Display advertising (such as banner ads)||18%|
|Video (for example, a channel on YouTube)||13%|
|Rich local listings such as Google Places||10%|
|Rich profiles in consumer review sites (such as Yelp)||4%|
|Other online marketing||17%|
See American Express OPEN Small Business Search Marketing Survey by American Express.