Keller Fay, along with OMD, produced this challenging study showing that offline WOM is still more powerful than the online one.
This should not come as a surprise (and it is not to me, as I mentioned in my WOM and its metrics workshop) because, even if our lives are more and more entangled in the Web 2.0 context, a vis-a-vis chat with a friend or a relative is far more credible and positive.
And positive is the crucial word in this research.
Because when we talk vis-a-vis with someone we care about, most of the time is in a positive way and our advice are directed towards positive experience with a brand or a product.
Online conversation are far more a wall of shame. We get online to cry to the world our disappoint for a bad experience.
That's why the two worlds, online and offline, should be tackled with a global view.
And that's why this research should not be read as a good reason to postpone any online activity.
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