Data and analytics firm Engagement Labs has released a list of what it called the top Social Misfit brands, or brands that “perform very well socially either online or offline, but not both, suggesting ready opportunities for improvement to drive enhanced marketing effectiveness and ROI.”
And, according to analysis of said performance of more than 500 consumer brands in the US, Engagement Labs said the top so-called Social Misfits are Palmolive, Corona, RCA and PayPal.
Engagement Labs detailed its findings in a new report that ranked Social Misfits based on the firm's TotalSocial analytics system, which it said provides a measurement of a brand’s social performance, including both online and offline brand conversations and sharing.
In so doing, Engagement Labs found Palmolive’s and Corona’s word-of-mouth performance exceeds their performance on social media. This, Engagement Labs said, means there are “impactful conversations happening about these brands offline.”
Further, Engagement Labs said the opposite is true for RCA and PayPal: their social media performance dominates in-person conversations about the brands, which can impact sales as word-of-mouth conversations are more likely to drive sales than online conversations, Engagement Labs said.
“Being a Social Misfit means that a brand has a big gap in their social marketing strategy, budget or marketing execution – they are either applying more effort to social media and digital work, or more to word-of-mouth and offline tactics. In reality, both the online and the offline sides need to work together for optimal impact,” said Ed Keller, CEO of Engagement Labs, in a statement. “It’s not necessarily a negative to be considered a Social Misfit – these brands are doing a stellar job on part of their social marketing. But, Social Misfit brands that excel in social media could be missing on the two-thirds of sales that come from face-to-face conversations. Conversely, the Social Misfits who have stronger offline scores risk losing the one-third of sales generated from social media.”