Word-Of-Mouth Marketing Doesn't Always Match Social Media, Online Results

Word-of-mouth/offline marketing doesn’t always match up with social media/online efforts -- and that can be tricky for marketers.

Engagement Labs conducted research on some 500 brands going back to mid-2015, calculating scores in each marketing area. For those that have disparate efforts -- performing well either on social media or word-of-mouth offline marketing, but not both -- it labels those marketers “social misfits.”

For example, brands such as Palmolive, Corona and Aveeno, tallied the greatest disparity -- some of the highest offline word-of-mouth marketing results but low social media-online scores. BMW posted a high offline 70 number.

Conversely, RCA, PayPal, and SunTrust garnered the greatest disparity, with some of the highest social media/online scores -- but the worst word-of-mouth offline numbers.

Among media brands, TNT earned the top offline word-of-mouth marketing score at 65, but a low 38 number for social media.

On the flip side, MTV (63 score), MSNBC (63), and TMZ.com (55) posted big social media/online scores, but lower offline numbers -- 43, 44, and 36, respectively.



2 comments about "Word-Of-Mouth Marketing Doesn't Always Match Social Media, Online Results".
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  1. Chris Hedick from Consultant, December 9, 2016 at 11:54 a.m.

    I would like to know how one measures off line word of mouth recommendations. Anyone know?

  2. Ed Keller from The Keller Advisory Group replied, December 11, 2016 at 2:04 p.m.

    We have been tracking offline word of mouth for ten+ years and have a proprietary method for doing so that involves daily surveys in which consumers report to us on brand-related conversations during past 24 hours across a variety of categories.  That dataset has now been integrated with social media conversations to form TotalSocial, which is discussed here.  
    Ed Keller, CEO of  Engagement Labs and Keller Fay Group (an Engagement Labs company).

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