Murphy's Law

Tom Murphy

The Buzz about well buzz…

I’ve never been truly comfortable with the term “Buzz”.  It’s a little esoteric for my tastes.  Don’t get me wrong I understand the value it’s just that the term is a little fuzzy.

A new book published under the auspices of BrandWeek entitled “Buzz: Harness the Power of Influence and Create Demand”, which follows in the footsteps of previous books like “The Anatomy of Buzz”, is sure to create more interest around the whole Buzz concept. (Note: I didn’t say it would create Buzz 🙂

Richard Bailey points to an article in Fast Company that examines how smaller firms are using Buzz to compete with larger companies.

When I read the piece I couldn’t get the thought out of my mind, that maybe what we are doing is creating an alternative channel.  Most companies use a sales channel to distribute and promote goods in a traditional sense, but with Buzz there is an alternative influencers’ channel.  Where the “goods” are ideas.

I think that’s a nice way of looking at it and we could then stop using the term Buzz which makes me cringe every time I type it.

This is a typical buzz-related quote:

“Finding the superconnectors is the key to a targeted, successful buzz strategy. Go to the trend spreaders and plant yourself intelligently on their radar.” According to a May 2001 McKinsey & Co. study, 67% of U.S. consumer sales are influenced by word of mouth.

Written by Tom Murphy

July 18, 2003 at 8:38 am

Posted in General

%d bloggers like this: