Research done by Engagement Labs looked at 500 or so brands from the middle of 2015 to present, rating each brand in its success in social media, as well as its success in Word-Of-Mouth (WOM). Brands that rated high in one category, but low in the other, were dubbed as “social misfits”.
The “social misfits” from this research included Aveeno, Palmolive ,and Corona, which possessed the largest differences between their online rating and their WOM rating. Their WOM rating received some of the highest ratings, as opposed to their low online ratings for social media.
SunTrust, RCA ,and PayPal also had the largest differences, but in opposite categories. They received the highest online/social media ratings, and possessed the lowest WOM ratings.
Taking media brands into consideration, MSNBC, MTV, and TMZ.com, received high ratings for their online/social media at 63, 63 and 55 respectively, and lower scores for their WOM, 44, 43, 36 respectively. TNT however, possessed the top spot for the WOM rating at 65, but its online/social media rating was low at 38.
