Something I’ve been thinking about recently, and talking to clients about, is the ability Web 2.0 and the idea of the social Web gives them (and us) the ability to track conversations about them and their industry.
It’s not that this sort of peer-to-peer chatter hasn’t happened before, or that companies haven’t been trying to generate buzz around them before – in fact many companies spend huge amounts of marketing dollars on companies such as Bzz Agent and Agent Wildfire to build up excitement – it’s the fact that every online conversation is indexed and is searchable.