A few months back I saw a photographer on Facebook lamenting about how certain popular photographers in the industry these days are “ruining” word-of-mouth (WOM) marketing. I was shocked- these certain popular photogs are people I look up to, people whose opinions and ideas I’ve come to respect and trust. What did she mean that they were “ruining” WOM?

Here’s what I think she meant (and this is just me- you can definitely feel free to disagree): the photographers she was talking about are people who rely heavily on social media (Facebook, Twitter and blogging) to increase their business’ visibility. These photographers are advocating a kind of marketing that she’s not used to, a method that really has become a game-changer. If she’s someone who’s been a bonafide wedding photographer for more than 5 years, I’d say I can see how she’d be concerned. Six years ago, Facebook business pages didn’t exist. Seven-eight years ago? People weren’t blogging everything the way they do now. Referrals really and truly came in the form of people physically spreading the word about a good experience with their wedding photographer. Because of all the recent steam that Facebook’s gained, however, I believe the game has changed for some of us.

I truly believe that a branch of word-of-mouth marketing has had a facelift. Let’s think together: your friend from college gets married and her photos are beginning to show up on your newsfeed. Chances are, her photographer has posted a few preview images, so you check to see who posted the images. Assuming it’s her photographer, you go over and check out this photog’s page. You’re really impressed with the quality of images, so you find yourself Liking their page. You’re exposed to this photographer as they continue to post new material, then when it comes time for YOU to choose a photographer? It’s an easy choice.

And there you go- your friend’s “word of mouth” came in the form of her hiring a certain photographer, being tagged in that photographer’s photos, thus indirectly (but no less effectively) recommending that photographer to everyone on her friends list. So maybe “word of mouth” isn’t appropriate. Maybe “word of keyboard” is a more fitting title.

One question I see a lot of photogs asking is “how important is a Facebook business page REALLY?” My answer? It’s crucial. Especially if you’re going after the twenty-something generation. Twenty-somethings are on Facebook, therefore you should be on Facebook. Twenty-somethings want to be able to share their images with friends- they want jealousy-inducing profile pictures. Your best bet to reach the younger generations? GET ON FACEBOOK. And then read THESE blog posts from a couple weeks ago.

Does WOM still matter? It absolutely does- I still believe that physically speaking the words of recommendation are the most powerful referral someone can give me. But it helps to be aware of how prevalent Word of Keyboard is too so that you can recognize it, learn to use it, and make it work for you to create awareness and growth for your business.

Happy Wednesday!