Most online travel sites are generating better brand awareness via consumers’ face-to-face conversations than they are through social media, according to a report from Engagement Labs , which analyzes online and offline conversations for brands.

"A common misconception among brand marketers is that what consumers are saying about their brand online is indicative of what is said about their brand offline," says Brad Fay, chief commercial officer at Engagement Labs.

"Engagement Labs’ data proves that this simply isn’t the case - online social listening does not accurately represent the conversation happening face to face among consumers. People talk to each other about brands in real life very differently than how they discuss brands on social media."

Read the full PhocusWire article, here.

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