Buzz tracking
Buzz tracking is the ongoing monitoring of what is said about a brand, product or campaign on social media, forums, blogs, news sites and other online sources
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It measures the volume of mentions, how it changes, the tone of conversations and associated topics, for example before, during and after a launch. It relies on monitoring tools that crawl public sources and classify mentions, often with automatic sentiment analysis, which should be checked because it struggles with irony and context.
The term was used mainly in the blogging era; today “social listening” is more common, adding the analysis of conversations to draw strategic conclusions. Buzz tracking focuses on measuring the noise generated; social listening on understanding what it means and how to act.
Also known as
Mention monitoring, Brand monitoring
Topics