The Anatomy of Buzz/Rosen 214-214

Six Rules About Ads and Buzz Rules 5 & 6

5. Start Measuring Buzz—How much attention do advertising agencies pay to word of mouth? Few. Will the ad help network hubs answer questions they may get from other people in the network? Will the ad stimulate members of the network to seek information from network hubs? A good way to begin making your organization aware of the power of the invisible networks is to measure word of mouth. When you conduct customer satisfaction surveys, ask your customer whether they have recommended the product recently. If so, to how many people? Once you have the data over a period of time, you’ll be able to tell which of your strategies created the most positive buzz.

6. Listen to the Buzz