Time to face facts: They're talking about you. Sorry, that's the new reality. Word-of-mouth marketing is here to stay. So, if you can't beat 'em, you may as well join 'em, and work to turn that gossip positive. Luckily, WOM guru Andy Sernovitz has isolated three main reasons why people talk about your company. We offer them here, along with Sernovitz's tactics for keeping things pleasant.

It's About YOU. They're talking because they want to say your company is great. Tactic to keep it positive: Make yourself remarkable. Example: A Chicago restaurant surprised parents by offering a stroller valet service. The resultant WOM packed their tables.

It's About ME. They want to feel smart. Tactic: Give them a freebie or two. Example: Emarketer features graphs that B2B'ers can use for their own blogs or presentations.

It's About US. They want to be part of a gossipy group. Tactic: Invite clients to talk under your own umbrella. Example: Microsoft hosts a ton of virtual meetings a month.

By empowering good WOM in these ways, you can boost your B2B image and reach. According to Sernovitz, "[If you] earn the respect and recommendation of your customers … they will do your marketing for you, for free." Sounds like a good plan.

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