Obviously, researchers want to better understand how people really feel about brands, products, and/or services. Are people advocates for their product? Are they aware of the service? As a side note, from the vantage point of my soapbox, remember awareness (buzz) does not mean advocacy.
I found the article interesting, but would like to know more about the connections one makes with a product or service – what’s driving meaning, motive, identity, or emotion for those keeping a diary? Are WOMM firms looking at that or are they providing a slightly more sophisticated version of Yahoo Buzz or Google Zeitgeist?
I still see some potential after we have filters that can change data-driven noise to actionable information and knowledge. Until then:
BoldMouth has joined with a software company, BuzzLogic, to create a product available in January that will help companies monitor what people say about them on Internet sites. Tracking consumer chatter, though, does not always provide companies with solutions, said Heather Dougherty, senior retail analyst for Nielsen/NetRatings.
“Everyone knows that word of mouth is important, and it’s something that goes on all the time,” Ms. Dougherty said. “But being able to really harness it can be very difficult.”
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