Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
研究基于十年数据，用四个关键指标（数量、情感、分享、影响力）分析品牌在线与线下对话的相关性，发现几乎无关联，提示营销者需分别制定数字和线下社交影响策略。
<h3>ABSTRACT</h3> The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance. The current authors sought to fill the gap of knowledge on the relationship between social media and real-world conversations and outcomes for brands. Building on a decade9s worth of research, they used four key metrics—volume, sentiment, sharing, and influence—to study the potential for correlations between online and offline conversations about brands. There were, in fact, almost no correlations, which suggests the need for marketers to develop separate digital and offline social influence strategies.