The speed of word-of-mouth is increasing daily. Sites like Twitter and Facebook are making it easy for people to spread their opinions on any topic. One topic most people have an opinion about is the latest movie. Thoughts about new releases fly quickly across the ‘Net and are having an immediate impact at the box office.

“Bruno,” Sacha Baron Cohen’s latest film, had a great return at the first showing, but not so great for the rest of the evening and the next day. The drop has been attributed in part to later viewers seeing unflattering Twitter “reviews” from first-showing attendees and then deciding not to go. That is the new reality the movie studios must accept.

While a great movie has always been a better idea than a mediocre one, the speed at which a movie can be labeled a dud has changed from several days to mere hours. Of course this works both ways. An overhyped picture could die a very quick death, while a quality, under-promoted film could get a boost.

How can you use this to make a decision? Anyone can take advantage by searching Twitter on opening night of any new movie. There will likely be hundreds of opinions flying about. You’ll quickly get an idea of everyone’s thoughts by watching the comments.

This new reality is becoming apparent for many businesses also. The speed at which customers can praise or complain must be considered before it’s too late. If your business is not watching the conversation already, begin by using Twitter’s search. It’s easy, free and you don’t need an account.  Use http://search.twitter.com to get started.

Let me know what you find.