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Online brand conversations do not represent ALL brand conversations

May 19, 2017 7:15:00 AM By John Stieger Not all conversations about brands hit the idyllic notes of the Pissarro painting above, nor do they all look the same! You may recall that a while back we shared some research on the intersection of customer service and word of mouth from Engagement Labs. Well they have published a great piece of work on the relationship between online and offline brand conversations that you may want to have a look at.

The tl;dr version (tl;dr = internet shorthand for 'too long; didn't read' for those of us still building our social media vocabulary) is that what consumers say about brands online (in volume, sentiment, brand sharing, and influence) is not the same as what they say offline or IRL (more social jargon meaning In Real Life).

But how is Engagement Labs' work relevant for consumer affairs? Many of our clients engaged in social media on behalf of their brands. Their role ranges from publishing content to listening to providing consumer care as well as reporting on social conversations. This piece of research in particular is useful on several levels: Topics: word of mouth, strategy, research











