In the New York Times (whose articles are viewable with free registration for about a week after posting, with purchased required thereafter), Nat Ives has an EXCELLENT analysis of negative brand influencers called Determined Detractors. He points out that BuzzMetrics has become expert on tracking an evaluating these critics. It’s now easier than ever for these activists to tell their story on the web, but the real danger is when people with the same issue CONNECT.

Link: The New York Times > Business > Media & Advertising > Advertising: Marketing’s Flip Side: The ‘Determined Detractor’.

"Where there are disgruntled customers out there who have done some degree of organizing, the infrastructure is there for a major attack to take place."

You’ll find BuzzMetrics white papers, including case studies and an analysis of internet message boards here.