Google Buzz: Turning Social Media Buzz Into Marketing Success

3. Social is a game-changing awareness medium. For now, at least, the most compelling marketing opportunities stemming from new sites like Buzz — and other social networks as well — aren't centered around executing campaigns (e.g., display ads, coupons, etc.). Instead, they've become a rich vehicle for customer awareness. What are people saying about my brand? What's this specific individual saying about himself or herself?