The article focuses on managing word of mouth of organizational success. Word of mouth is based heavily on informal conversations and storytelling. It is the perfect example of a situation in which the command-and-control approach cannot be used. The article states that managing positive word of mouth is not about control but about collaboration and managing influence. It begins by building trust at every level possible in the organization, ensuring congruence between what is said and what is done, being consistent and reliable, developing ways to involve social network leaders in positive personal experiences with organizations.
Cafferky, M. E. (2005). Managing Word of Mouth for Organizational Success, Healthcare Executive, American College of Healthcare Executives, Jan/Feb: 19.