Sometimes during speaking engagements, people ask me to define buzz.  So here is a post to let you know how I think of it.

Buzz is word of mouth, online and offline, that has caught on and is spreading faster than is normal for such a message.  I often call it word of mouth with the volume turned up.

You cannot force it to happen.  You can only create better messages and more messages to increase the odds that it will happen.