????當然，在社交網絡上培養一個粉絲群體是需要時間的。男裝品牌Bonobos的社交媒體總監大衛?法奇就說：“它不是一天就能建成的。”他向其他企業提出了自己的建議：就算短期內看不到成果，也不要放棄口碑營銷戰略。2007年Bonobos剛剛問世的時候，它的服飾只在網上銷售。而且這家公司還表示，它是第一批在Facebook上打廣告的公司之一。

????瑞斯?戴維斯認為，最成功的口碑營銷就是要把顧客當成大使，給他們特殊的權限，讓他們接觸到產品或是公司高管等他們感興趣的人。這么做聽起來要頗費一番工夫，但是值得。他說：“這可能會增加口碑營銷的人力成本，但是你沒有花什么廣告費，這樣就足以彌補人力成本了。”

????Bonobos還成立了一支專門的內部團伙管理社交媒體，他們的工作就是盡可能地堅持在Facebook上積極活動。也就是說，他們要回復大量Facebook上的信息，還要想辦法把與Bonobos有關的博文頂上去。不過除了純粹的人力因素，還有哪些內容是人們愿意分享的？

????Bonobos的法奇認為，人們喜歡分享有視覺效果、幽默的而且能表達獨特觀點的內容。比如，這家公司2013年的愚人節發布了一款名叫“女友牛仔褲”的惡作劇廣告。這個視頻在YouTube上收獲了6.6萬次點擊量，而且為Bonobos的官網帶來了創紀錄的訪問量。它雖然不是時代廣場上的大廣告牌，也不是“超級碗”杯期間的電視廣告，但它顯然讓消費者認識了這家公司。（財富中文網）

????譯者：樸成奎?

????To be sure, building a social web community is a process. "It doesn't build overnight," says David Fudge, head of social media at men's clothing retailer Bonobos, who warns companies not to abandon their strategy when they don't see an immediate uptick. When it launched in 2007, its clothes were only available online and it claims to be one of the first companies to advertise on Facebook.

????Reiss-Davis argues that the most successful word-of-mouth initiatives treat customers as ambassadors and give them either special access to products or connections to executives and interesting people at the company. This level of access sounds like hard work, but it pays off. "It may take you more labor to set up a successful word-of-mouth campaign," says Reiss-Davis, "but you're not spending those advertising dollars, which tends to make up for it."

????Bonobos has an in-house team manning social media feeds. Their job is to be as active and consistent on Facebook as possible, which means responding to the majority of Facebook messages and liking Bonobos-related posts. But beyond pure manpower, what kind of content do people want to share?

????Bonobos' Fudge focuses on visual, witty content that expresses a unique point of view. Take the company's 2013 April Fools' Day prank about a fake product called the "Girlfriend Jean." The video garnered over 66,000 views on YouTube and sent record traffic to Bonobos' website. It wasn't a billboard in Times Square or a commercial during the Super Bowl, but it certainly got a message across to customers.