Professionalized application of lurking to market research. Continuous monitoring of the opinions expressed in all types of social media regarding a brand, and its products or services, in order to estimate the existing state of opinion around it and adjust the offer to the needs of the general public.
These measurements must be integrated into the overall marketing strategy, but they can also be applied in specific cases, allowing to know the opinions prior to the launch of a campaign, the reactions that it provokes during its application (how many sites echo it, what opinion they deserves ...) and consumers' conclusions once finalized.
Some tools for its implementation available on the Internet are Technorati, Blogsearch, Blogpulse, howsociable ...
Managing Buzz on a reduced scale and focused exclusively on the target is known as Niche Marketing.