How to generate brand buzz

NEW YORK — What gets consumers talking about a brand? The answer is different depending on where the conversation takes place — on-line or face-to-face — but both are important, according to Engagement Labs.

Based in New York, Engagement Labs tracks on-line and word of mouth conversations about brands to compile its TotalSocial rankings, which examines how food brands have performed socially over the past six months. The company continuously measures the most important drivers of brand performance in terms of social media and word of mouth conversations.

“What’s important about this is that it does integrate on-line and offline, and there’s almost no correlation between those two,” said Ed Keller, chief executive officer of Engagement Labs. “What gets talked about on-line is quite different from what gets talked about offline, which is one of the reasons why we think it’s so important for people to look at both.”

Read the full Food Business News article here.

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