All about Buzz

Buzz Master

Buzz Master

Buon giorno, in the last few Buzz Master posts we have chatted about the “who” of social media and the concept of using the platforms to build a progressive bridge for your brand. Now let’s talk about the “why” of social networking.

First let me go totally off topic, the more I think about it the more I begin to realize that Richard Florida is right in his book the “Rise of the Creative Class”, nearly every creative person becomes a brand unto themselves. Every definition of brand management relates to an individual who is creative, just as much as a running shoe or a package of cereal.

Let’s say you have identified your communities and set up your community managers and you have a bunch of eager beavers who understand every nuance of the Twitter, facebook or YouTube platforms and are just itching to slave away on your behalf. A couple of months down the road you kinda get a nagging feeling that nothing much is happening. Oh yes, they are blogging, yes they are twittering and yes there are podcasts and v-logs galore but whatever metrics you have set up for your success just aren’t budging.

Well, first of all if you are like me, you most likely really haven’t given much thought about units of measurement for success or failure in the social networking arena. Is it going to be the number of blog views? Is it the number of followers on twitter, friends or fans on facebook, eyeballs on YouTube?

The answer is most likely all of the above but the bottom line is that the only  ROI (return on investment) for Social Media is ROE (return on engagement) and that ROE is measured in conversatons NOT conversions. These conversations we simply call “buzz”.

If your busy little bees (community managers) are not creating buzz in their respective communities then nothing is happening and time is being wasted.

Author Mark Hughes defines buzz as “capturing the attention of consumers and the media to the point where talking about your brand or destination becomes entertaining, fascinating and newsworthy.” (Buzz Marketing by Mark Hughes).

Real buzz continues on for three or more conversations in depth. This can be a re-tweet, or a wall conversation on facebook that takes off, but it needs to be picked up and carried a minimum of three times or more to start to be buzz.

What you have done is started people gossiping about you around the virtual water cooler. Gossip is a good word to describe buzz because people want to find out if the gossip is true or not and so will carry the conversation further.

Will this buzz happen every day? No. Should it happen a couple of times a month, yes, that would be nice. Buzz is the home run of social networking.

One of the dangers of buzz (or gossip) is that your message will go way off track. It is a little like that silly exercise we used to do in school where you start whispering something to see how it ends up after 20 or more people have whispered it to each other.

Keeping control of the message is in my view, part of the role of legacy media such as print advertising, TV or Radio. Social media sows the ground and makes it fertile for the legacy advertising message.

More about buzz next week and thanks for reading Buzz Master. Join in the fun and make some comment and let me know your ideas. Thanks

If you are interested in finding more.  Bye

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