What is Buzz?

The term “buzz” refers to the amount of online conversation and attention surrounding a specific topic or brand. This can be measured through the number of times the topic is mentioned or discussed on social media, news websites, and other online platforms. High levels of buzz indicate that many people are talking about the topic and are interested or excited about it. Low levels of buzz may indicate a lack of interest or engagement with the topic. Companies can use social intelligence to track and analyze buzz to understand public opinion, identify potential opportunities or threats, and make informed decisions.

Why is Buzz important?

“Buzz” is significant because it provides valuable insights into public opinion, interests and trends.

This information can be useful for organizations in a variety of ways, including:

  • Marketing and branding: By monitoring buzz, companies can track the effectiveness of their marketing campaigns and identify areas for improvement.
  • Product development: By tracking buzz surrounding specific products or features, companies can gain insight into what customers like or dislike and use this information to inform product development decisions.
  • Reputation management: By tracking buzz, companies can identify potential issues or concerns that may impact their reputation and take steps to address them before they become major problems.
  • Customer service: By monitoring buzz, companies can identify customer complaints or issues and take steps to address them in a timely manner.

Overall, tracking buzz can help organizations stay attuned to the needs and interests of their customers and the wider public, and make informed decisions that align with these factors.

What is an example of Buzz?

There are various key performance indicators (KPIs) and methods that a brand can use to measure buzz in social intelligence. For example, a brand can track the number of times its name or products are mentioned on social media platforms, news outlets, and other online channels. Other metrics that can be used to measure buzz include the amount of engagement (likes, comments, shares) on social media posts, the sentiment (positive, negative, neutral) expressed in these conversations, and the influence of the individuals or outlets participating in the conversation. By tracking and analyzing these KPIs, a brand can gain a deeper understanding of the level of buzz surrounding its products and reputation.

Calculate Buzz

The method for calculating the buzz surrounding a particular topic or brand can vary depending on the specific metrics being tracked and the tools being used to collect and analyze the data.

Here is one example of how the buzz might be calculated:

  1. Identify the relevant online channels and sources where discussions about the topic are taking place (e.g. social media platforms, news outlets, blogs).
  2. Collect the data from these sources using a social intelligence monitoring tool or by manually searching for and tracking mentions of the topic.
  3. Calculate the volume of mentions or discussions about the topic by counting the number of times it is mentioned.
  4. Calculate the level of engagement with the topic by adding up the number of likes, comments, and shares related to the topic.
  5. Analyze the sentiment of the discussions by categorizing the language used as positive, negative, or neutral.

For example, if a brand is tracking the buzz surrounding its new product launch, it might collect data from social media platforms, news outlets, and blogs, and use this data to calculate the volume of mentions, level of engagement, and sentiment of the conversations. This information can then be used to inform marketing and product development strategies.

What you can measure with Buzz

There are various metrics that can be tracked and measured to gain insights into the level of online activity and attention surrounding a particular topic or brand.

With Buzz you can measure and track all mentions across different online channels:


  • Number of mentions of your brand or products on websites and forums
  • Sentiment analysis of mentions
  • Popular keywords and themes associated with your brand or products
  • Reach and engagement of website and forums mentioning your brand or products


  • Number of blog posts mentioning your brand or products
  • Sentiment analysis of blog posts
  • Popular keywords and themes associated with your brand or products
  • Reach and engagement of blogs mentioning your brand or products

Social Media:

  • Number of mentions and engagement across all major social media platforms (Twitter, Facebook, Instagram, etc.)
  • Sentiment analysis of posts mentioning your brand
  • Demographics of the users engaging with your brand
  • Popular hashtags and keywords associated with your brand

With Buzz you can have a comprehensive view of how your brand is perceived in the online world, allowing you to make data-driven decisions to improve the reputation and competitiveness of your brand.

Read more about Buzz

How L’Oréal aligns its social media strategy using Palowise

How Nestle measures campaign success and manages its brand reputation

How Tommy Hilfiger uses Palowise to discover & analyze influencers

Why Palowise?

  • #1:Use the industry's top artificial intelligence to handle the heavy work for you and gain insights in minutes.
  • #2:Receive an alert if something major occurs near your customer.
  • #3:Identify the influencers, material, and messaging required to generate success in real-time.
  • #4:Manage cross-channel campaigns with multidisciplinary groups and infinite channels.
  • #5:Monitor engagement and sentiment to get valuable insights.
  • #6:Monitor trending topics of discussion among users.