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Buzz: Shape the talk
HOME > PAST ISSUE > SPECIAL REPORT [Premium content]June 2007
When a product generates buzz, it doesn't happen by magic. It must be nurtured.
"You need to shape the buzz. You need to have people respond to something," said Tom Doctoroff, Greater China CEO at advertising agency JWT.
Beyond traditional media, brands now focus on the impact they can make by shaping online conversations about products. The first step is to listen; the second is to understand. Only then can you start to join the discussion seamlessly and transparently. ...
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