Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline: Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations
Brad Fay and Rick Larkin
- Social media do not provide a clear window into the entire consumer marketplace.
- Social media signals produced by listening systems must be observed with caution.
- Although some brands perform well both online and offline, most perform well in only one channel or the other.
- Correlations between online and offline conversations are particularly weak when evaluated over time, which indicates that improved brand performance...