The birth and exponential growth of Social Networking in the past decade has led to resurgence in interest in Word of Mouth (WOM) – the oldest form of communication. From TouchPoints3 onwards TP has included a battery of WOM questions based on the Keller Fay TalkTrack Survey which allows users to evaluate both the volume of WOM generated and the product/service category it relates to. This example shows how UM used the TouchPoints’ word of mouth data to gain insight both for strategic campaign direction and theidentification of a media partnership platform for their client, H&M.