In The Anatomy of Buzz Revisited: Real-life lessons in Word-of-Mouth Marketing author Emanuel Rosen takes a look at buzz from a new perspective. He figures that by now, we already know what buzz is, and he’s right. For the most part we do. We get buzz, but Mr. Rosen uses this new edition to address the parts of buzz we may not yet get: How to do it and Why it is so important.
Mr. Rosen continues the tale of buzz that he began in original The Anatomy of Buzz: How to Create Word of Mouth Marketing (read my review of that book here). So in essence, this is not a revised book – but practically a whole new book, written from a new perspective. I mean with 12 new chapters – I’d call that a new book. That said, you can’t discount the first book at all. You really need them both to understand buzz in its totality.
The best thing about this new edition is the stories – examples and anecdotes of companies who got buzz right. Mr. Rosen cites NOLS outdoor school, Tom’s Shoes, the book Cold Mountain, video game Halo 3, and other products and companies you’ve heard about and may not have even realized the buzz architecture behind them all.
Architecture – yes, successful buzz takes planning. When I first heard the term buzz, I thought it was something that generated itself. And there is some buzz that pops up, but that sort of buzz usually doesn’t last. Well planned and executed buzz is what creates real excitement – if done right, as many stories in this book show.
Mr. Rosen shows us the importance of measuring buzz and how its being done. He describes how on-line buzz and off-line buzz are like love and marriage – you can’t have one without the other. Well, you can, but the result is less impressive to say the least. The key to effective buzz is that it transcends both worlds and manifests on the lips as easily as on the keyboard. He talks about negative and positive buzz, experience based and second-hand buzz.
I think my favorite chapter was number 7 – Why We Talk. Its fascinating to explore why buzz exists, why people have a need to spread the word – from barbers in New Jersey to Bedouins in Sinai.
The Anatomy of Buzz Revisited: Real-life lessons in Word-of-Mouth Marketing is chock full of good stuff about buzz. And its told in such a masterful way as to be entertaining, enlightening and intelligent. If you have any interest at all in this new world of marketing, you’ll get a hold of The Anatomy of Buzz Revisited: Real-life lessons in Word-of-Mouth Marketing as well as The Anatomy of Buzz: How to Create Word of Mouth Marketing.
Joyce Dierschke is a marketing communications copywriter specializing in emerging, broadcast, and print media. Marketing’s ever-changing landscape demands an agile copywriter. Cross-platform exposure and expanding campaigns require a communicator with a variety of skills. If you’re looking for someone to write compelling copy for your next initiative, call Joyce! For more information or to contact Joyce, visit: http://www.JoyceDierschkeCopywriting.com.
To purchase Emanuel Rosen’s book, click here: The Anatomy of Buzz Revisited.
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