NEW YORK - In this heyday of social media, sometimes it is good to recall the importance and usefulness of offline communication when retailing is involved, suggested Ed Keller, chief executive officer of Engagement Labs.

Platform providers and other media send the message that consumer shopping choices are greatly influenced by digital communication, but Keller said that an analysis finds that out of 60 brands studied, conversations about retail brands still mostly happen offline in face-to-face conversations.

Keller and his Engagement Labs created TotalSocial rankings, based on proprietary data, which continuously measure the most important drivers of brand performance with respect to social media and face-to-face conversations.

A white paper written by Keller and Brad Fray noted, "While many assume the rising power of word of mouth is linked to the rise of social media, only 10% of conversations about products, services, and brands takes place online, while 90% still occurs offline - at home, work or when gathering in social settings of various sorts."

Read the full HomeWorld Business article in the Volume 29, No.19 of their subscription magazine.

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