Knowing the impact of WOMM, many marketers have turned to online forums, especially social media platforms, to springboard their messages. On virtual platforms marketers can easily monitor messages and track the impact of WOMM on their brand. Moreover, negative comments can be addressed and dealt with immediately, while good comments are there for all the world to see. Exchanges can easily be managed and measured. At first glance, at least, online platforms seem like the only way to go when it comes to WOMM. But are they really?