Creating word of mouth hasn't changed, as always it is about creating engaging content, products or services that are worth talking about. It's also about being involved in news worthy causes or challenging the norm in some way. Viral and buzz marketing are just two attempts at engaging people but any brand worth its salt would be wise to not get to hyped in thinking that the internet is the only channel to generate true wom.

Brand managers everywhere have a duty to remain channel agnostic, and concentrate on the ability to have the conversation being the guide to the most effective messaging channels.

It is good to note print is not dead and the radio still has an audience and advocates and thus a value, the internet is a new channel not a replacement for everything that has come before it.