The nation’s most loved social brands according to consumer conversations
by Bulldog Reporter | Feb 18, 2019
Brand evangelism is the holy grail of brands. Consumers cause their friends and family to buy things when they recommend and talk positively about the brands they love. On average, 19 percent of all consumer purchases are driven by these kinds of consumer conversations, according to Engagement Labs data and analytics published this year in the MIT Sloan Management Review.
For the 2018 analysis of more than 500 U.S. consumer brands in a variety of industry sectors, Engagement Labs ranked the most loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations), on its second annual TotalSocial Brand Awards series.
The awards are based on TotalSocial metrics, including both online and offline conversations, against the following major conversation dimensions:
- Net sentiment—the difference in the percent positive conversations minus negative
- Brand sharing—the extent to which people are sharing or talking about a brand’s marketing or advertising
- Volume—a measure of how many conversations mention a brand, and
- Influence—the extent to which an influential audience is talking about a brand
The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2018.
Over the next several months, Engagement Labs will announce awards for the highest scoring brands in each TotalSocial category.
Read the full Agility PR article, here.
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