Online evangelists are online volunteers, and sometimes, people who are so very passionate about getting the word out about an organization aren't the best people to represent such -- they may post inaccurate information about an organization and its activities, engage in hostile debates with others online, portray themselves as representing the organization rather than just a big fan, etc., and all of this can actually end up giving the organization some very negative buzz.

I'll be interested to hear how these speakers suggest these pitfalls can be avoided, how you can keep an eye on what these spontaneous online volunteers are saying and help guide them without taking away the spontaneous, viral feel of such buzz marketing campaigns.