What's the buzz?

A "101" primer on viral and buzz marketing

So what's the buzz? Viral and buzz marketing rely on people who need people, contacting each other through online media such as blogs and forums. The Web is a natural, powerful medium for the peer-to-peer sharing of information and influence.

While traditional media is barely breathing, viral media grows rapidly. Blogs are in the millions, and are highly influencial. The recent book "The Influencials" demonstrates that word-of-mouth is surpassing traditional media such as advertising as a source of influence. Politicians also are increasingly using online means to recruit: Deanline, Howard Dean's election site, raised 15,000 hardcore supporters in a matter of months.

Viral communities

Check Friendster, oriented toward social pursuits, Ryze and Tribe, oriented toward careers. They all offer a sense of community, and powerful ways to network.

Marketers

Product and idea marketers monitor online groups such as blogs and communities that have an affinity for their brands and ideas and work with those most committed, hoping that the most loyal users will bring others into the fold.

Tools

Tools to measure trends on the blogs:

http://www.blogpulse.com/showcase.html

Associations

http://www.vbma.net/more.html

Mark Alexander Posth specializes in creating exceptional content strategies. Email Mark at mark@mposth.com.