Buzz is a Four Letter Word

When you hear the word “buzz” what do you think of? A timer, alarm clock or oven? Perhaps an insect, any loud or annoying noise or all of the above?

There is a lot of discussion on the social web about the importance of building “buzz.” Some argue that having buzz is imperative to the success of your business or product. However, the question arises, why? What is it about buzz that is of vital importance to a product, company or organization?

The answer is nothing.

With the growth of the social web, there is a greater focus on creating new connections online and sustaining those engagements longer. However, in that regard, buzz-generating campaigns are not part of the equation. Buzz does not equate to longevity. In fact, having a strong product or service doesn’t guarantee a long life span either. The reality is that the web as a whole has a short attention span and the opportunity to engage meaningfully is razor thin. Too much flash and not enough substance can diminish one’s chances to garner attention and hold it.

Instead of focusing on merely generating “buzz,” switch gears and focus on building a community. One with a rewarded and active base of brand champions who will happily participate in spreading your message far and wide.

How do you do this?

Get out from behind the curtains and open the doors. Engage your audience (note that “engaging” does not mean pitching or selling) in a mutual discussion and allow them to contribute to the vocabulary of your message. Doing so will create a platform that your audience will want to participate in because they can have a personal stake.

If you think you have something to say wait a beat to see if your audience says it first. What they might share could increase your insight into their point of view and, in some cases, communicate the primary aspects of your brand messaging values better than you might. Make room for those valuable insights in your messaging by being more focused on listening than you are on talking.

Now you and your audience are in the position, together, to create a mutually meaningful engagement around your product or service. And as an added bonus, maybe you’ll generate a little buzz too.