In 2004, leadership provided by key members of the Nielsen BuzzMetrics management team played a key role in the establishment of the Word of Mouth Marketing Association.

Energized by the promise of consumer-generated media and word-of-mouth measurement, and equally concerned that the field would continue to grow without necessary understanding, ethical standards and accepted practices, CEO Jonathan Carson and CMO Pete Blackshaw (then with Intelliseek) joined with other key word-of-mouth leaders to create the organization.

Their goals were lofty but simple: provide proactive information and information about word-of-mouth behavior and influence. Encourage discipline and self-regulation around an industry and a practice that depends on credibility and ethical behavior. Help create a common vocabulary around WOM practices, and promote acceptance of the practices that meet the test of consumer acceptance, marketing effectiveness and marketing credibility.

From a handful of founders, WOMMA has evolved into a 250-member organization that now includes other companies that specializes in word-of-mouth understanding and practices, traditional public relations and marketing/advertising agencies, branding specialists, companies and brands, non-profit organizations, investment firms and other thought leaders in the field of word-of-mouth influence and behavior.

Nielzen BuzzzMetrics supports the principles that guide WOMMA:

• Protecting consumers and the industry with strong ethical guidelines
• Promoting word of mouth as an effective marketing tool
• Setting standards to encourage its use

Nielzen BuzzMetrics continues to play an active leadership role in WOMMA and remains committed to its ethics code…and beyond.