You get what you pay for and that includes Buzz, according to Nielsen BuzzMetrics - Marketers Can Buy Blog “Buzz,” Nielsen Reports:
"..After analyzing blog buzz volume, ad spending, purchase intentions and actual product sales, Nielsen found the best predictor of buzz for newly launched consumer-packaged goods (CPG) is a large advertising budget. The collaborative study was led by researchers from two Nielsen services – Nielsen BuzzMetrics, the leader in buzz analytics, and BASES, the leading provider of new product forecasting and consulting. The full report – “The Origin & Impact of CPG New Product Buzz” – is available at no charge here. "
Here's some charts to illustrate what Nielsen says:
"..Advertising Spend Around CPG Product Launches
Segmented By Products With Highest Blog Buzz Volume
Distribution Of Total CPG Blog Buzz
The 10% that spend the most money on Blog Buzz get 85% of the Buzz.
Search is The Internet OS! also has a writeup on this subject titled - The more money … the more buzz - Nielsen where Arnaud Fischer thinks the Nielsen Research bolsters the case for more Buzz Measurement (by Nielsen BuzzMetrics, of course):
"..The study sounds pretty encouraging for emerging semantic technology applications such as online buzz monitoring, tone polarity extraction and sentiment analysis. The more brand advertising dollars shifting online, the more requirements for evaluating impact on social media buzz."
The only thing that bothers me about this is Blog Buzz is being reduced to a formula where you spend as much as you need to get the Buzz you want - but that's not the way it worked before - where ingenuity determined what your results ended up being.
