When it comes to word of mouth, brands have been quick to focus on online engagement via social media and to then assume offline conversations are the same – but research shows brand conversations across different channels have almost no relationship to one another.
For a comprehensive view, brands need to measure the full conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is, says Matt Dodd, MD/Analytics, Kantar.
Writing for WARC, he explains that “not only do people tend to discuss different types of brands [across different channels], but their sentiment for the same brand may differ vastly between online and offline channels.”
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