Marketing buzz

Development of a social media marketing strategy must also take into account interaction with traditional media including the potential both for [[synergies]], where the two combine to greater effect, and cannibalism, where one takes market from the other, leading to no real [[market expansion]].{{cite book|first1=Guy|last1= Powell|first2=Jerry |last2=Dimos|first3=Steven|last3=Groves|title=ROI of Social Media: How to Improve the Return on Your Social Marketing Investment|url=https://archive.org/details/roiofocialmediah0000powe|url-access=registration|location=[[Singapore]]|publisher=John Wiley & Sons [Asia]|year=2011|pages=[https://archive.org/details/roiofocialmediah0000powe/page/32 32–37]|isbn=9780470827413}} This can be seen in the growing connection between marketing buzz and traditional television broadcasts.Jaime J. Weinman, "Who's watching? Who cares? Once obsessed with viewers and ratings, the television model these days is all about buzz," ''Maclean's'' 126, no. 4 (February 2013):54 Shows monitor buzz, encouraging audience participation on social media during broadcasts, and in 2013 the [[Nielsen ratings]] were expanded to include social media rankings based on Twitter buzz.{{cite web|first1=David|last1=Winograd|title=''Breaking Bad'', Super Bowl, VMAs Get Most Twitter Buzz in 2013|website=[[Time Magazine|Time]]|date=December 17, 2013|url=https://entertainment.time.com/2013/12/17/breaking-bad-super-bowl-vmas-get-most-twitter-buzz-in-2013/|access-date=7 April 2014}} But the best known example is the [[Super Bowl advertising]] phenomenon. Companies build anticipation before the game using different tactics that include releasing the ads or teasers for them on-line, soliciting user input such as Doritos’ [[Crash the Super Bowl]] competition where on-line voting between consumer created ads determines which will air during the game, and purposefully generating controversy, such as the 2013, and 2014 [[SodaStream]] ads that were rejected by the network airing the game for directly naming competitors.{{citation needed|date=May 2014}}

Development of a social media marketing strategy must also take into account interaction with traditional media including the potential both for [[synergies]], where the two combine to greater effect, and cannibalism, where one takes market from the other, leading to no real [[market expansion]].{{cite book|first1=Guy|last1= Powell|first2=Jerry |last2=Dimos|first3=Steven|last3=Groves|title=ROI of Social Media: How to Improve the Return on Your Social Marketing Investment|url=https://archive.org/details/roiofocialmediah0000powe|url-access=registration|location=[[Singapore]]|publisher=John Wiley & Sons [Asia]|year=2011|pages=[https://archive.org/details/roiofocialmediah0000powe/page/32 32–37]|isbn=9780470827413}} This can be seen in the growing connection between marketing buzz and traditional television broadcasts.Jaime J. Weinman, "Who's watching? Who cares? Once obsessed with viewers and ratings, the television model these days is all about buzz," ''Maclean's'' 126, no. 4 (February 2013):54 Shows monitor buzz, encouraging audience participation on social media during broadcasts, and in 2013 the [[Nielsen ratings]] were expanded to include social media rankings based on Twitter buzz.{{cite web|first1=David|last1=Winograd|title=''Breaking Bad'', Super Bowl, VMAs Get Most Twitter Buzz in 2013|website=[[Time Magazine|Time]]|date=December 17, 2013|url=https://entertainment.time.com/2013/12/17/breaking-bad-super-bowl-vmas-get-most-twitter-buzz-in-2013/|access-date=7 April 2014}} But the best known example is the [[Super Bowl advertising]] phenomenon. Companies build anticipation before the game using different tactics that include releasing the ads or teasers for them on-line, soliciting user input such as Doritos’ [[Crash the Super Bowl]] competition where on-line voting between consumer created ads determines which will air during the game, and purposefully generating controversy, such as the 2013, and 2014 [[SodaStream]] ads that were rejected by the network airing the game for directly naming competitors.{{citation needed|date=May 2014}}

[[Budweiser (Anheuser-Busch)|Budweiser]]’s [[Super Bowl advertising]] has been the most successful at generating buzz as measured by the [[USA Today]] [[Super Bowl Ad Meter]] survey over its 26-year history, a testament to its masterful use of heartwarming stories, cute baby animals, majestic horses, and core American values to stir the positive emotions of audiences across a wide range of demographics. Using controversy to generate marketing buzz can be risky because research shows that while mild controversy stimulates more buzz than completely neutral topics, as the topic becomes more uncomfortable the amount of buzz drops significantly. The most buzz will be generated in a “sweet spot” where the topic is interesting enough to invite comment, but not controversial enough to keep people away.Jonah Berger and Zoey Chen,“When Controversy Sparks Buzz--and When It Doesn't”, ''Harvard Business Review'' 92, no. 4 (April 2014):28 There is also substantial risk of generating negative buzz when using controversy, for example [[Coca-Cola]]’s 2014 It’s Beautiful ad that aired during the [[Super Bowl]] and generated substantial backlash.{{cite web|last1=Younge|first1=Gary|title=Coca-Cola's Super Bowl ad showed that some Americans still can't take diversity|url=https://www.theguardian.com/commentisfree/2014/feb/09/coca-cola-super-bowl-ad-america-diversity|website=theguardian|date=9 February 2014 |access-date=2014-08-28}}

Many large companies promote through the Super Bowl to generate quick marketing buzz, and it is oftenttimes very successful.[[Budweiser (Anheuser-Busch)|Budweiser]]’s [[Super Bowl advertising]] has been the most successful at generating buzz as measured by the [[USA Today]] [[Super Bowl Ad Meter]] survey over its 26-year history, a testament to its masterful use of heartwarming stories, cute baby animals, majestic horses, and core American values to stir the positive emotions of audiences across a wide range of demographics. Using controversy to generate marketing buzz can be risky because research shows that while mild controversy stimulates more buzz than completely neutral topics, as the topic becomes more uncomfortable the amount of buzz drops significantly. The most buzz will be generated in a “sweet spot” where the topic is interesting enough to invite comment, but not controversial enough to keep people away.Jonah Berger and Zoey Chen,“When Controversy Sparks Buzz--and When It Doesn't”, ''Harvard Business Review'' 92, no. 4 (April 2014):28 There is also substantial risk of generating negative buzz when using controversy, for example [[Coca-Cola]]’s 2014 It’s Beautiful ad that aired during the [[Super Bowl]] and generated substantial backlash.{{cite web|last1=Younge|first1=Gary|title=Coca-Cola's Super Bowl ad showed that some Americans still can't take diversity|url=https://www.theguardian.com/commentisfree/2014/feb/09/coca-cola-super-bowl-ad-america-diversity|website=theguardian|date=9 February 2014 |access-date=2014-08-28}}

==Measurement==

==Measurement==