The empowered consumer
Is it too difficult to imagine that in 12 months time, agencies will need a full-time `Buzztracker’ to monitor consumer generated conversations? With 44%* of global Internet users publishing their thoughts and personal content on the Internet, it is important that brands pay attention to what they are saying as consumers are starting to trust Consumer Generated Content over standard media placements. Sites such as Futurelab, Adverblog and Technorati pick up the majority of advertising campaigns that are being written about and Nielson have also developed BlogPulse, a tool specifically designed to measure the volume of CGC attributed to a particular brand. Now more than ever it is important for companies to ensure a representative is present in areas where users are discussing their brand, not only to monitor the activity but to also to actively engage with other bloggers, correcting untruths and responding to issues as they arise.
