Social media engagement is important to brands for driving sales, strengthening its relationship with customers, developing a good reputation and for staying in conversations. According to Total Social data from Engagement Labs, a company that measures brand performance with respect to social media and word of mouth, conversations about brands are happening offline more than online and those conversations are positive.

The company this month released its TotalSocial ranking that found that conversations about retail and apparel brands are mainly face-to-face as opposed to on social media. TotalSocial is a scoring system that measures brands based on the most important drivers of brand performance: volume, sentiment, brand sharing and influence. The rankings are built on Engagement Labs' social media measurement tool and an offline word of mouth tracking system.

Out of the 60 brands, Amazon emerged as the TotalSocial leader in retail and apparel for its offline sentiment and as a ‘Conversation Commander’ for its online brand sharing performance, which includes sharing branded content by consumers on social media.

Read the full Fashion Network article, here.

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