Tracking the Buzz
Forrester analyst Peter Kim, believes that the power shift from media institutions to consumer communities means that marketers must track a diverse and growing range of influential voices. And here they are, popping up all over the place, companies with technology and models that will help brands make sense of the conversation. Nielsen BuzzMetrics and Cymfony were seen as the early leaders in this space, but the action is heating up. New entrant Brandimensions is getting a lot of big business for its proprietary tracking models. For smaller brands online resources such as Technorati, Google Alerts and IceRocket help dip into the chatter and make sense of it all.