The leader in word-of-mouth research

"The power a small actor can have in the internet age has caught the attention of a company called BuzzMetrics -- self-described on its website as "the leader in word-of-mouth research" -- which has developed software that helps clients determine their public image by analyzing forum posts, blogs and mailing lists," note the folks at RatherBiased.com:

New York Times business correspondent Nat Ives has a thought-provoking article on how the internet has given small, independent critics the power to influence the public image of multi-billion dollar companies.

Previously, critics had to rely on slower and more expensive media like books (Ralph Nader's Unsafe at Any Speed being the best example) or newspaper ad campaigns.

Ives lists a few BuzzMetrics clients including French importers wary of American boycotts. The company also has a client in the Pew Internet and American Life Project, which is interested in how the CBS Memogate story went from internet discussion to media fiasco.

The NYT article explains:

They identified small groups of determined detractors of Mr. Rather that had communicated online for years, often through sites like http://ratherbiased.com/news/. When a few critics raised doubts about the documents that Mr. Rather included in his report, the infrastructure was already in place to spread and amplify the questions. Mr. Rather ultimately conceded that he could not authenticate the documents.

Well.  Rather barely conceded anything, but even as CBS drags its feet re publication of a full report, Rather has reluctantly announced his early retirement. What we love about the story?  The Darwinian struggle between predator and prey, where even as bloggers prey on the arrogance of the powers that be, the powers -- fighting for their very survival -- respond by improving their product, in this case tossing the dissembling Rather over the side.

Comments

[goomp]

Let us hope that the tide has indeed changed. Freedom to express various opinions is neccessary to maintain our freedom from oppression whether it be from big goverment, a corrupt judiciary or capitalistic monopolies.

[The Proprietor]

The phrase "marketplace of ideas" comes to mind.

What the Internet in general and blogs in particular have done is increase the efficiency of distribution of products to that marketplace.

[Sissy Willis]

Nicely put, gentlemen.