New York Times On Buzz Search

Brands for the Chattering Masses from the New York Times covers a search engine most people can’t afford, the "buzz" search that Nielsen BuzzMetrics operates, along with those from others. The idea is that these services can scan what’s being posted on the web, in blogs and elsewhere, and generate buzz reports for companies.

Personally, I’ve been pretty dubious of the attention that goes into buzz reporting tools like these, wondering if they aren’t going to be too heavily skewed by what "influencers" are writing about rather than actual opinion. It’s useful to know what the influences are saying. They can, after all, have an influence. But they can also be wide of the mark of popular opinion.

One thing is certain. I’ve seen these types of services come over the years, back from when tracking buzz was just monitoring rankings in search engines. It’s much easier and potentially profitable to do the reporting than to dive deep and do the fix. IE, who doesn’t want to be the firm that says you’ve got a problem but isn’t required to fix it?

My advice to those paying for such services is not to be cheap when it comes to solutions. Don’t spend $20,000 to $500,000 tracking your buzz then balk at paying anything near that amount for a search or internet marketer to help you. Oh — and try not to be a sucky company that gets bad buzz in the first place!

To be more positive, I do think there’s lots that can be gleaned from search and buzz intelligence. Watching the trends in places like Yahoo Buzz or Google Trends or BuzzMetrics’ own BlogPulse, to name only a few examples, can provide a ton of market intelligence for any company. Buzz

Related Topics: Channel: SEO | Search Engines: Word Of Mouth & Buzz Search Engines | Search Marketing: Public Relations

Sponsored


About The Author: is a Founding Editor of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide