A-Blog-a-Day Countdown to WOMMA’s Word of Mouth Marketing Research Symposium in Washington, D.C., Dec. 11, 2006.
From WOMMA’s soon-to-be-released book, Measuring Word of Mouth Volume 2:
Marketer, Beware: The Threat of Blog Spam (’Splogs’) to WOM Marketing and Market Insight
Umbria sounds a cautionary note to companies and market researchers about the threats posed by spam blogs. Howard Kaushansky, David Howlett, Nicolas Nicolov, Franco Salvetti, and Michael Sevilla from Umbria, Inc., and Willow Baum of Small Planet Partners show how spam blogs create “noise” in the blogosphere and make it difficult for researchers who are analyzing online word of mouth, either for market and brand insight or as a proxy to evaluate the effectiveness of marketing initiatives. These researchers present case studies that demonstrate why splogs represent a problem for word of mouth researchers, as well as what intelligent spam filtering can do to successfully address this problem.
Want to know more? Come see this paper presented at WOMMA’s Research Symposium in Washington, D.C., Dec. 11, 2006.

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