Word-Of-Mouth Marketing Doesn’t Always Match Social Media, Online Results via MediaPost (source: Ed Keller, CEO, Engagement Labs)
Engagement Labs conducted research on some 500 brands going back to the mid-2015, calculating scores in each marketing area. It was found that some have disparate impact—performing well either on social media or word-of-mouth offline marketing, but not both. The report 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. Conversely, RCA, PayPal, and SunTrust garnered 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.