A buzz is an Anglo-Saxon term meaning « buzzing ».
This word is used in the marketing field to translate the very importante impact a product, a service, a communication campaign etc. can have in the eyes of the general public. We could give the image of a bee that constantly buzzes in a person’s ears, using here the principe of word-of-mouth. Because of the virality of information on the Web, buzz is all the more facilitated through this channel. From this commercial and strategic point of view, buzz is positive for a company. On the other hand, a buzz which damages a brand’s reputation is called bad buzz.
Making buzz : a viral impact
With time and the growing importance of the Internet, this marketing technique developed and took a completely different form. Now, anyone can make their own buzz, even sometimes without foreseeing it.
From a simple video, photo montage to an article, any content, if it is funny, ridiculous, striking and published on the Web, can very quickly meet a dazzing success with a community of Internet users.
Social networks are the key place where information is most viral and shared. So, this is where the buzz surfaces and has the most impact. Companies have understood this : most of them maintain one or more pages and keep them active thanks to their Internet users, their posts, their responses to comments… Buzz is a constant aspiration to make people talk about one’s brand and thus positively shock the minds of Web users and people in general ; the most important thing is that it is mastered.
What is a bad buzz ?
Unlike buzz, positive if it’s mastered by companies and X person, bad buzz is a buzz said negative and very harmful for a brand or an person’s reputation. Therefore, it’s logically unwanted and can be very dangerous if it isn’t directly and intelligently managed.
This negative and viral phenomenon on the Web can have serious consequences. It often calls into question the entire reputation of a brand, a company or even a person in a few minutes.
However, and despite what it suggests, a bad buzz can also be effective in restoring its image. Indeed, intelligently managed and arranged, it can reverse the trend and lead to something positive. If a brand or a person manages to drive this in its favor, Internet users will retain what has been implemented to solve the problem. Most of time, this is done through a wave of responses and excuses to consumers or humour and self-mockery.