Meaningful online communication is a very human thing, and it can’t be faked.

That is Tom Hespos summation regarding word of mouth organizations’ attempts to co-opt conversational marketing, in a recent iMediaConnection article.

“Conversational Marketing” was a term that entered into the lexicon on the coattails of “The Cluetrain Manifesto;” it described a fundamental shift in thinking that needed to take place. The gist was that companies needed to start thinking of marketing as a bottom-up operation rather than a top-down one.