"BuzzMetrics maintains that blogs and their attendant message boards and forums are tuning forks for consumer sentiment that threaten to upend traditional branding efforts. An influential blogger can undermine a brand faster than any grapevine ever before encountered in the marketplace, as the computer maker Dell discovered. The company’s level of service and quality was denounced by bloggers this year, and the complaints found broad exposure when one popular media site added its critical voice.
At the same time, positive word of mouth magnified by the Internet can be a boon, as Toyota discovered with its hybrid Prius sedan, which has been praised by admirers on sites created just for that purpose.
“There are winners and losers,” said Paul M. Rand, a partner and the global chief development and innovation officer at Ketchum Public Relations. “Companies adapt or go to the bottom. Consumer-generated content on the Internet is a complete disruptor. It forces companies to work smarter and listen harder. Consumer-generated content on the Internet is a complete disruptor. It forces companies to work smarter and listen harder."