Chicago, IL October 3, 2008 — The Word of Mouth Marketing Association (WOMMA) today released for public comment a draft of the WOMMA Influencer Handbook, which seeks to establish best practices in the use of influencer marketing. WOMMA believes influencer marketing is real and here to stay. It is not a myth, or a passing fad, or the latest trend. Rather, it is one component of successful word of mouth marketing programs.
The Handbook, which has been a year in the making, is a significant addition to the marketing knowledge base as it helps define and categorizes types of influencers. It provides suggested guidelines for working with influencers and how to follow-up to sustain an influencer marketing program. A comprehensive bibliography of influencer marketing resources is included in the Handbook. WOMMA seeks feedback and suggestions for changes from interested parties including practitioners specifically interested in influencer marketing.