Article: “What Is Conversational Currency?”
Source: The Relationship Economy

Jay Deragon explains what Conversational Currency is:
“Conversational currency is created by people who share their enthusiasm for a topic, a conversation, with their peers. Because conversations are peer-mediated, they have more authority—this much we know already. However, what Conversational Currency reveals to us is the value conversations create which is reflected by endorsement, or propagation of a conversation by the community of peers.

A conversation turns to currency when people discover something meaningful in a “conversational” experience, they are prepared to spread the conversation as if it were their own. Conversations about brand experiences, topical perspectives and innovative ideas have become a new currency [...]“

Great post with one important remark, conversations have the ability generate a return through many forms of currency.
This is exactly where many marketers have an mismatched approach in terms of ROI.
Often is tried to allocate a direct ROI to conversations, mostly to make Social Media efforts also result-driven,  can we realistically expect that conversation and communication turn -directly and with a causal relation- into economic value or that conversations are means of humans to achieve their goals?

This will be one of the interesting challenges marketers and businesses are facing, the Internet is one huge resource of word of mouth, reviews, recommendations and other sorts of conversations. Let’s find the right new approach to process Conversational Currency.

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