Does the visible conversation happening in social media accurately reflect consumer conversations about brands more generally? Is digital word of mouth a mirror onto the harder-to-measure conversation happening offline? This article, awarded JAR Best Practitioner Paper 2017, presented evidence that legacy and digital WOM are “important to brand success, but brands rarely earn the same level of success both online and offline.”
Brad Fay is Chief Commercial Officer at Engagement Labs, a Canadian social media data analytics firm with offices in New Brunswick, NJ. Engagement Labs in 2015 acquired Keller Fay Group, which the author co-founded. Fay specializes in measuring peer influence and consumer conversations, both online and offline. He is co-author of The Face-to-Face Book: Why Real Relationships Rule in a Digital Age, (Free Press, 2012) and has contributed to the Journal of Advertising Research and Admap, among other publications. A recipient of the Advertising Research Foundation Grand Innovation Award, Fay is past president of the Market Research Council and former chairman of the Word of Mouth Marketing Association.
Rick Larkin is VP-analytics at Engagement Labs. Previously he was SVP of strategy at the marketing analytics firm, MarketShare, a Neustar Solution, in New York City.