Large financial brands have poured billions of dollars into boosting their online presences. From building online and mobile websites to promoting their products and services on social networks, the world’s strongest financial institutions continuously invest in their brands. But when it comes to valuing the strength of these brands, it’s offline activities that still have the biggest impact.

That finding is according to research published by data and analytics firm, Engagement Labs. The company’s TotalSocial ranking scores financial brands on the value of the offline and online conversations they engender. The sheer number of mentions, sentiment, the number of times a brand is shared, and the brand’s influence all impact a firm’s score. This year’s list of the top 10 financial services brands saw two new firms, brokers Edward Jones and TD Ameritrade, crack into the top 10. Both did it on the strength of their offline activities.

Read the full Tearsheet article, here.

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