New Engagement Labs report reveals "Social Misfits" -- brands whose social performance is mismatched, online vs. offline
LONDON, UK--(Marketwired - March 13, 2017) - Fairy, Argos, Booking.com, Saga and Co-op have something in common: they are all "Social Misfits," a term data and analytics company Engagement Labs (
The company released its TotalSocialâ„¢ data for these brands and dozens of others in a new report, "U.K. Edition: Social Misfits: Brands that Have Split Personalities, in Social Media vs. In Real Life." TotalSocial is the only data solution that combines social media listening metrics with the measurement of offline conversations into a single dashboard, enabling marketers to measure performance, diagnose areas of weakness, and identify new opportunities.
Argos, Booking.com's and Fairy's offline, in-person social influence is stronger than their public, social media presence. Saga and Co-op are the opposite: they have a digital presence on social media and in comments forums that dominates their face-to-face conversational social influence.
"Gaps between online social media performance and offline word of mouth marketing can be costly for a brand. Social Misfits excelling in social media are potentially missing the two-thirds of sales that come from face-to-face conversations. Conversely, the Social Misfits who have stronger offline scores risk losing the one-third of sales generated from social media," said Steve Thomson, U.K. Managing Director, Engagement Labs. "Face-to-face conversations play a huge component in driving business outcomes -- whether that business is online or in-store. We can see this with Booking.com, an example of a digital brand who has a strong offline TotalSocial score."
The full Engagement Labs e-book on Social Misfits covers 30 brands that stand out most sharply as Social Misfits from among the 350 measured by Engagement Labs in the U.K., and provides detailed social media and word of mouth marketing analysis -- including TotalSocial scoring data about brand performance in each of 18 consumer sectors.
To learn more about Engagement Labs or TotalSocial insights and how to increase your brands word of mouth, in real life and online, reach out at: totalsocial@engagementlabs.com.
About Engagement Labs
Engagement Labs (
To learn more visit www.engagementlabs.com / www.totalsocial.com
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