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Jack Welch - Straight from the Gut Word of Mouth Research Blog WOMMA is strategically focused on providing research knowledge and insights for its members and the public. The Research & Measurement Council, created in 2005, has been driving projects, education, and guides around the measurement of word of mouth marketing and social media marketing. The Research & Measurement Council (RMC) is responsible for developing projects, programs and tools that engage marketers and create understanding of the importance of integrating metrics and measurement into WOMM and social media marketing campaigns. Following a survey WOMMA did in collaboration with the American Marketing Association (AMA),WOMMA identified the top pain points for professional word of mouth and social media marketers which are inability to demonstrate ROI and difficulty measuring online and offline WOM. This inspired quite possibly the industry's most transformative study which will be launched in mid-2014 which set out to quantify the value of word of mouth marketing.

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