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Nielsen Buzzmetrics

February 26, 2009

Known for their audience analysis services, Nielsen Buzzmetrics, has been providing top fortune 1000 companies with analyzing what is being said about their company.  They research consumer-generated media, which is essentially comments by individuals that are either published in blogs, comments, or forums online. Nielsen Buzzmetrics searches archived blogs and discussion forums for both good and bad information about the company and translate it into specific information to help executives understand the hype surrounding their company or product online.

This service measures the effectiveness of the use of social media technologies as word of mouth sources. Meaning that they look at what people are saying on the Internet about the company and using the information they gather to inform what the “buzz” surrounding the company is. Nielsen Buzzmetric’s goals are to help companies with information that they can use for media planning, crisis communication, product launches, etc. The use of this technology has grown in the PR field to help practitioners maintain an idea of what is being said and the tone of the conversations so that they can stay ahead of any possible crisis situations.

Overall, Nielsen Buzzmetrics is a very useful measurement tool because it allows for companies to utilize information being spread about them in hopefully a more positive manner. They can use Nielsen’s research to monitor the buzz surrounding their online identity. It essentially measures for a company how social media is allowing a company’s publics to discuss and debate.

6 Comments leave one →
  1. Lauren Hensel permalink
    February 26, 2009 10:34 pm

    Buzzmetrics are very interesting. I had to read about them for my advertising class. Anyways, Good start to the blog and it does a good job of showing how measurement is done. I didn’t think I would find the topic as interesting honestly, but you do a good job of presenting it an in interesting and easy to grasp way. Looking forward to seeing more.

  2. Jessica Goodman permalink
    February 27, 2009 11:05 pm

    Kendall, I would have to agree with Lauren. I did not think that the topic of measurement would be that much of an interest to me, but I am really excited to read more into it. As someone looking to go into the field of corporate communications, I was interested to read about Nielson Buzzmetrics. I had heard the name before, but I enjoyed learning more about what they do as a company. Also, I like that they help companies learn about what is being said about them on the Web because I think that the online world is where a lot of companies lack in their measurement departments. Good job!

  3. Colleen McCarron permalink
    March 1, 2009 9:55 pm

    This is such an awesome service to provide to companies! As we saw in class with the Dell-hell scandle, it is very unwise to not monitor what is being said about your company on the web. It helps to address issues that need to be corrected or things that should be improved upon. It’s something probably all companies want to know about but don’t really have the time or resources to do in addition to their other responsibilities. I really like this topic and look forward to discovering more on your blog.

  4. Elaine Bussjaeger permalink
    March 1, 2009 10:41 pm

    I don’t know much about measurement of social media. I am interested in reading more about this topic on your blog. Buzzmetrics is really a fascinating idea. Considering the onslaught of consumer-generated media that Web 2.0 has created, it only makes sense that it should be researched for a company’s benefit. Research is so expensive to undertake, why not use what is already out there on the web? I think that any company that seriously wants to use social media needs to use some form of measurement. This way they can reshape it as time goes on to be the most effective.


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