The Word of Mouth Marketing Association (WOMMA) is the official trade association dedicated to word of mouth and social media marketing. Founded in 2004, WOMMA is the leader in ethical word of mouth marketing practices through its education such as WOMMA Summit, professional development opportunities, and knowledge sharing with top industry marketers. WOMMA’s membership is made up of the most innovative companies committed to progressing the word of mouth marketing industry through advocacy, education, and ethics.

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He is a cum laude graduate of Colby College in Waterville, ME, and holds a Master’s in Political Science from the University of Connecticut.

IN 1848 GOLD WAS DISCOVERED IN CALIFORNIA, setting off a frenzy that sent men and women from across the American continent flocking to the West Coast in search of fortune. The Gold Rush brought wealth to some, but most left empty-handed. Today, marketing consultants Ed Keller and Brad Fay say social media is unleashing a new kind of frenzy. Blinded by the shiny allure of sites like Facebook and Twitter, companies are spending billions, pinning their hopes on social media marketing without appreciating how social influence truly functions in the marketplace. That’s where Keller and Fay come in. For the past six years, they have undertaken a unique, ongoing study of consumer conversations. The surprising result? Over 90 percent of consumer conversations still take place offline, primarily face to face. The implication is clear: Social media is big and growing, but it is dwarfed by the real world in which people live and interact. Make no mistake. There is a hugely important social wave rolling across the world of business today. New scientific evidence reveals that we humans are fundamentally social beings for whom social influence determines nearly every decision we make. And the greatest impact comes when those conversations happen face to face, as emotions and nonverbal cues are communicated along with words. In The Face-to-Face Book, Keller and Fay offer key insights and recommendations for how businesses, both large and small, can best succeed in today’s socially motivated consumer marketplace by looking at how consumers act in real life as well as online. The authors share their extensive research and the stories of companies—large, such as Apple, General Mills, Kimberly–Clark, and Toyota, as well as innovative small businesses—that have hit pay dirt with a balanced and holistic approach to social marketing. They also discuss those that have bet big and lost by overcommitting to online social media alone. The Face-to-Face Book does not overlook the extraordinary growth and importance of social media, which offers important new tools for businesses of all kinds; however, the authors caution against placing too grand a bet on online social media at the expense of other forms of social marketing. This book is a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace. It’s a story that will leave you thinking anew, and talking.

The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace

Brad is the Chief Operating Officer of the Keller Fay Group (kellerfay.com), the award-winning word of mouth research and consulting company he co-founded with CEO Ed Keller. He is also the co-author, with Ed Keller, of The Face to Face Book, scheduled to be published in March 2012 by the Free Press imprint of Simon & Schuster.

In The Face to Face Book, the world’s pre-eminent word of mouth marketing experts demonstrate how in-person social networking, not just online social media, is the key to soaring revenues. Based on his firm’s extensive research, the book includes illuminating social marketing case studies drawn from leading companies such as Apple, Best Buy, Dell, General Mills, Kimberly-Clark, LL Bean, MillerCoors, Procter & Gamble, and Toyota.

Brad is the winner of the Grand Innovation Award from the Advertising Research Foundation for the development of Keller Fay’s TalkTrack®, the first continuous measurement system for all word of mouth, including the 90% of WOM which occurs offline. In 2011 he received the Distinguished Alumni Award from the University of Connecticut Graduate Program in Survey Research, where he received his Master’s degree.

Brad is a member of the Board of Directors of the Word of Mouth Marketing Association, a member of the Market Research Council, and has lectured about survey research at Rutgers, Yale, and Boston University.

Prior to founding the Keller Fay Group, Brad served as managing director at RoperASW (and its successor companies), where he supervised a variety of business units, including Roper Public Affairs, Starch Communications, Financial Services, Technology, and Media.

Brad lives with his two teenage children in Montgomery Township, NJ, where he served four years as a member of the town’s council, including one year as deputy mayor. He is a cum laude graduate of Colby College in Waterville, ME, and holds a Master’s in Political Science from the University of Connecticut.


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I am the coauthor, with Ed Keller, of The Face-to-Face Book, published by Free Press (May 2012). Crispin Porter Chairman Chuck Porter has said: "Everyone who's on the social-media-is-the-future bandwagon should get off for a minute and read this book."


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