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For most brands, online buzz is not a very useful metric.  But for some brands – think Apple iPad, Google Android, and Sony, awareness of the buzz might help marketing managers understand their markets better.  A blog called Buzz Study reports on analytics from Social Radar — and a top 50 list of social brands (click here for the November 2009 list, the most recent as of today).

To create the Top 50 list, we used Social Radar to analyze millions of blog posts, news feeds, forums, social networks and Twitter posts to aggregate a list of the words and brands mentioned most frequently on the Web during November 2009. The list measures the number of unique individuals or sources that posted content about each brand during November 2009 rather than the overall number of mentions, which would be more heavily influenced by big fans who post frequently about a specific brand.

For another example of this type of online analysis, take a look at the Buzz Study post, “Apple iPad:  What Happened in Social Media” (February 3, 2010).  I found it interesting to see that they can track not only the amount of online chatter, but whether it is positive or negative as well.  This might make an interesting example of “observation” in a class session on marketing research .

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