chapter  8
10 Pages

Buzz monitoring

WithPete Snyder

When the Internet started to gain some serious traction in the mid 1990s, it was as if the world’s largest focus group had suddenly appeared. Granted, the Web is a virtual space filled with a great deal of superfluous information, but it’s also home to a wealth of useful consumer, shareholder, brand and competitor intelligence. In many ways, the Internet is like a map of the US. It may be composed of millions upon millions of acres of information, but consumers’ population density – their demographic concentration – is relatively finite. What’s more, this virtual landscape is readily available for analysis, feedback and two-way communication.