If brands are still not investing heavily in social media, it is because of the lack of tools to measure the impact of their actions. Aware of this problem, Mindshare Spain has created Mindbuzz, a tool that continuously measures the presence of brands in the online social world (forums, blogs, social networks, video and any content site generated by consumers).
Mindbuzz has a quantitative aspect, through office 365 data which the volume of brand presence is measured; and a qualitative aspect, where that presence is qualified based on the type of comments or content it generates.
The world of communication is changing very quickly. The times when the messages sent by brands were totally controlled by them, through advertising and through what the media said about them, are breaking down. Web 2.0 puts tools in the hands of ordinary people that allow them to create content, express opinions, share with others and, ultimately, generate messages about brands that escape their control.
Mindshare Spain believes that consumer-generated content is becoming increasingly important and must be taken into account as part of a company's comprehensive communication strategy.