Introducing TotalSocial™ August 4th Webinar Question & Answers

Published by Engagement Labs on August 8, 2016

We heard your questions during our August 4th webinar Introducing TotalSocial – Make every conversation countTM and we have your answers below:

Please outline again how you collect and tabulate offline data. What types of data do you use to measure offline conversations? Is the offline WOM collected through a survey instrument? And the online through social media content analysis?

  • The offline scores are fueled by the world’s only 10-year database of offline WOM for over 500 leading brands. Data is collected through an online survey instrument, with people being asked about the brand conversations they’ve had in the last 24 hours. The survey is in field every day of the year, amassing over 35,000 respondents each year.

How was the difference between the two sample composition reconciled? Or does it even matter?

  • Offline and online metrics can be difficult to compare, which is why we’ve developed a scoring system for both online and offline data. Every brand is assigned a 0-100 score for each TotalSocial metric through a normalization process. Scoring makes it possible to combine online and offline data and enables easy “apples-to-apples” comparisons across metrics and online/offline.

What method do you use to analyze the social media mentions? Is it natural language processing?

  • Social listening and social analytics are both taken into account in our online data. Online sentiment is scored based on natural language processing.

Why is the difference between online and offline conversation so different?

  • There is little correlation between online and offline scores in TotalSocial, which means online conversation cannot be used to approximate what consumers are saying offline, and vice versa. In general, Keller Fay’s work has shown that people’s motivations for talking about brands is very different online than offline, where online conversation is more about social signaling and offline is more about emotional or information sharing. The specific reasons that online and offline scores diverge is often different for each brand.  This is why it is critical for brands to measure both online and offline conversations.