The term �Buzz� has been around since the first bloom of the dot com bubble. Buzz is simply a cooler term for that old favourite �Word of Mouth� � an idea what has been around for decades. And let�s be honest there�s very little difference.
What is different is that the Internet potentially creates a perfect environment for powerful Buzz or Word of Mouth 2.0 (WOM 2) if you prefer.
But let�s step back for a moment. The promise of word of mouth is that people will discover information from respected sources and because they are respected, people will want to find out more. Is this not one of the basic tenets of Public Relations?
It seems to me that if any profession is ready made to manage and create buzz, it�s PR.
So why is PR not driving the discussion? Why is it �Internet� marketers who are running with the idea?
I say it�s high time we take the lead on WOM 2, understand how it works, how it�s measured and how we can integrate it into our plans and tactics.
I don�t believe that WOM 2 is about false postings to bulletin boards � it�s unsophisticated, can normally be easily spotted and it removes on of the core requirements for WOM 2 – namely the medium must be a respected source � not a stranger. It�s also why companies that hire beautiful people to loudly discuss new consumer electronics or movies in public also miss the point.
WOM 2 is about understanding who the influencers are and providing them with new ideas and products. The people aren�t necessarily your traditional media, they could be a customers, a partner or even a supplier.
So, to kick things off, here�s some essential reading:
– Professors from Yale and Harvard have conducted a study to try and measure WOM 2. You can read about it here.
– Marketing Profs have an article on �Monitoring Buzz�
– Here�s a short piece from Business 2.0 on Building Buzz
– Seth Godin�s �Unleashing the idea virus� looks at Buzz and Viral Marketing
– Emanuel Rosen�s �Anatomy of Buzz� looks at how to create and leverage WOM 2
There�s no excuse why you can�t start looking at how you can build WOM 2 for your clients.
Murphy's Law 