Getting the full picture: Understanding the link between online and offline brand chatter

To gain a comprehensive view, brands need to measure the full word-of-mouth conversation both on and offline, its volume, sentiment, who it is shared with and how influential the speaker is.

Definition

From a marketer’s perspective, word-of-mouth is how the positive (or negative) views of brands are spread by consumer conversation, through public, social channels or through one-on-one forums such as face-to-face conversations. The rise...