Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline: Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online–Offline WOM Correlations

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

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

Engagement Labs

MANAGEMENT SLANT

  • Social media do not

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands