The Internet has degraded the impact of traditional product advertising. The availability of consumer reviews of products online means that people can look to others who have experienced a product to make buying decisions.

A global Nielsen Internet survey confirms that new fact of life. The company surveyed 26,486 Internet users in 47 markets around the world and determined that word of mouth is the most powerful selling tool.

From David McCallum, global managing director for Nielsen's Customized Research Services:

"The recommendation of someone else remains the most trusted sources of information when consumers decide which products and services to buy. ... Furthermore, given that nothing travels faster than bad news -- with estimates that reports of bad experiences outnumber good service reports by as many as 5:1 -- the importance of responsive, high quality customer service is yet again highlighted."

Nielsen's research confirms the urgent needs for companies to become more "social" online. You might want to check out our white paper, Enabling the Social Company, for advice on how to do that.