Monday, August 01, 2005

Buzz and Industry Buzz

A lot of companies are jumping on the bandwagon and talking about Buzz and Word of Mouth. For many of these companies, measuring the number of posts on blogs is how they measure results. This is probably effective if you are releasing a Hollywood movie, but is it effective if you are releasing a new trade magazine for kitchen appliances? No. Blog measurements are only effective for the very mainstream products that can build a universal buzz. If I had a trade magazine and a bunch of people started making comments on their blog, but they are not in my industry, it does not have the same value. Target your buzz and word of mouth to your audience and find better ways to measure it, such as with Buzzoodle or by building your own campaign. Don't be swept up by the hype over having every blog posting about you. That is not automatically a good thing.