Word-of-mouth/offline marketing doesn’t always match up with social media/online efforts -- and that can be tricky for marketers. Engagement Labs conducted research on some 500 brands going back to mid-2015, calculating scores in each marketing area. For those that have disparate efforts -- performing well either on social media or word-of-mouth offline marketing, but not both -- it labels those marketers “social misfits.”

For example, brands such as Palmolive, Corona and Aveeno, tallied the greatest disparity -- some of the highest offline word-of-mouth marketing results but low social media-online scores. BMW posted a high offline 70 number.

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