We talked about Viral or "BUZZ" in class as one marketing technique which may be utilized by the company but mostly by accident. Today I found out there is a company actually research and study buzz /internet word of mouth(IWOM) in China to understand the customer for purpose of product improvement and PR.
I guess study of "buzz" or what consumer is blogging about the company or product is also a way of "listening" to the customer. Customer won't necessary tell the company about their complain or what they like or dislike about the product but they may blog about it. Especially, it is easier to blog it then to find the company website for complain. We don't even know whether they are listening or even care but we know our friends are reading the blog.
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