Word of mouth marketing, or WOM, refers to when customers recommend a product or service to others through oral or written communication. It can be positive or negative. WOM is highly effective because recommendations come from personal connections and have a high conversion rate. In the social media age, WOM is strongly influenced by online presence and interactions. Positive social media engagement can drive positive WOM, while mistakes online can spread negative WOM quickly. Tools for effective WOM include quality service, high quality products, social media promotion, and hiring staff that prioritize customer satisfaction and relations. WOM, both positive and negative, has a significant impact on business success.