**The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.**Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.

**The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.**Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.

Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)-a subset of eWOM-has incredible reach with the potential to influence over 4.6 billion active social media consumers.** The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.** Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that

• speaks with your brand voice,

• stimulates engagement,

• inspires consumers to #share,

• and complies with industry and federal guidelines.