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As marketers move to social media, they are trying to figure out how to measure the success of such campaigns.  An Adweek article posted this morning notes that advertisers may soon have a new way to measure the amount of online buzz (see “New Campaign Metric:  Social Chatter,” January 27, 2010).

But, “Does Chattter Matter?”  An article in the November 2009 issue of the Journal of Interactive Marketing, “Does Chatter Matter? The Impact of User-Generated Content on Music Sales“  (by Vasant Dhar and Elaine A. Chang, pp. 300-307 – my link will get you to a working paper, you will have to find the article through a library database as it is not readily available online) shows some evidence that in the music industry online chatter matters and predicts future sales.  We could use more academic research to show what types of products benefit from online chatter.

Tags: Measurement

This entry was posted on Wednesday, January 27th, 2010 at 9:07 am and is filed under Advertising, Market research, Promotion, Social media, Word-of-mouth. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.