Confusing Buzz and Word-of-Mouth

Communicators continue to make decisions based on the flow of buzz rather than word-of-mouth. And the confusion between the two is causing some of the Luddites in the corpcomm world to question the efficacy and persuasive power of the photosphere. It is misguided to think that word-of-mouth online is insubstantial, although buzz, known by hype to the publicity wonks, often is. In APR-parlance, consumers who have NOT tried a product or service generate buzz, and word-of mouth are consumers who HAVE sampled a product or service. Buzz is far more ephemeral, unpredictable and episodic, and word-of-mouth is more authentic, palpable and bankable. It is the difference between “Borat” and “Snakes on a Plane” in a thimble. Buzz must be paid off by an authentic barter of your attention in exchange for a quality experience, which becomes word-of-mouth. As we have been building case studies of how both buzz and w.o.m. flow, we realize how vital it is that communicators must gauge where they are in the cycle to react accordingly.