Abstract

The caselet looks into the development of blogs as a new form of communication. As a number of blogs have provided first-hand information about the developments happening in society, blogs have become an influential form of individual journalism. The caselet also looks into the ways in which marketers have been using blogs to generate a buzz in the market. Corporations have also been using blogs to communicate the developments in their companies to stakeholders like employees, customers, and the public at large. They have also used blogs to analyze consumer preferences.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of alternative media in influencing public opinion
• How companies are using blogs as interactive tools to assess stakeholder needs
• Blogs as a way of empowering individual journalism.

Keywords

Blog, Blogging, Word of mouth, Buzz marketing, BuzzMetrics, BzzAgent, Netrant, Really Simple Syndication (RSS), real-time feedback and Kryptonite