Well, thanks for asking

It's not a half woman, half blog - nor is it enunciated 'womb log' (interesting concept and possibly the next frontier of blogging).

We came up with the idea to help the consumer get involved in brand buzz as well as allow the brand to join the conversation.

WOM blogs are there to help aggregate WOM on a brand (or a product or service) into one place. WOM blogs are listening posts for online consumer generated media, picking emerging themes of discussion and giving both consumers and the brand an opportunity to have their say. The benefits for the consumer are that they are able to find online discussion more easily than ever before and while its still hot. They are able to tap into information about emerging consumer issues/questions/concerns all from one launch pad. The brand benefits from helping consumers join the discussion around its products and services as well as helping to address concerns emanating from consumer generated sources.

Downsides? Well some would argue that if there's negativity around a product or service, why publicise it? The answer is: it's already out there. Brands are no longer in control of their own reputation. Consumers are. There is simply no way to control opinion or lock it away.

It's difficult for companies to have a voice in these spaces. Open posting in forums by companies is often frowned upon by members if not done with real care. Posting under assumed aliases without full disclosure is potentially damaging. It's also against our recently drafted code of ethics for WOM marketing campaigns. So what's the answer? The WOM blog, we volunteer.

By allowing consumers to find buzz around a company's products as well as get the company's take on it, WOM blogs can perform a dual purpose. WOM blogs are the answer to the consumer's need to know and company's right to reply.

And if you want to know how to locate all the conversation in the first place, have a look at our Brand Watch service here. It's what we use to fuel WOM blogs content creation. You might also want to check out one we made earlier. Enter the 'All About Nokia N91 blog'. Click here to have a browse.