"More than 90 percent of large companies believe that consumer recommendations are important in influencing other consumers' purchase decisions," says Emily Riley, JupiterResearch analyst...Nevertheless, many of them "are not focusing efforts on managing the conversation among consumers," she says.
Some 66 percent of small companies monitor WoM regularly, compared with only 33 percent of large companies...
"Online consumer dialogue has become both widespread and efficient, allowing consumers to wield enormous power over the buying decisions of their peers," said David Schatsky
thro MarketingVox