Source: Parenting Special Needs, May/June, 2015
Word-of-mouth is simply stated—when someone shares something interesting with another person. Today word of mouth is intrinsically linked to social media and digital dialogues.
There are certain communities that have embraced word-of-mouth platforms early in their evolution for various reasons. One such community was families of children with special needs. What social media is so incredibly adept at doing is linking a group together regardless of geography.
The reason this platform is so perfect for families of kids with special needs is that they have unique concerns and an online platform gives them a unique opportunity to find a broader knowledge-base for solutions to the challenges they face.
Those same parameters apply equally well to specialty store retailers. Yes, you are unique! As small business owners with a sense of community, you are in essence more than a retailer, you are a resource. And the most imperative thing you can do to support the community you are a part of is to SHARE. Sharing is where word-of-mouth along with the entire gamut of social media opportunities come into play.