PT  - JOURNAL ARTICLE
AU  - Brad Fay
AU  - Rick Larkin
TI  - Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
AID  - 10.2501/JAR-2017-021
DP  - 2017 Jun 01
TA  - Journal of Advertising Research
PG  - 132--143
VI  - 57
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/57/2/132.short
4100  - http://www.journalofadvertisingresearch.com/content/57/2/132.full
SO  - J Advert Res2017 Jun 01; 57
AB  - 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. The current authors sought to fill the gap of knowledge on the relationship between social media and real-world conversations and outcomes for brands. Building on a decade's worth of research, they used four key metrics—volume, sentiment, sharing, and influence—to study the potential for correlations between online and offline conversations about brands. There were, in fact, almost no correlations, which suggests the need for marketers to develop separate digital and offline social influence strategies.