TORONTO — The Ritz-Carlton and Hilton have been recognized as peak performers on social networks and in offline word-of-mouth conversations in the U.S.
Technology and data company, Engagement Labs analyzed how brands perform on both social networks and offline word-of-mouth conversations. Its Total Social ranking combines the power of Engagement Labs’ eValue social media measurement score with The Keller Fay Group’s offline conversation measurement data, TalkTrack, to analyze the performance of nine hotel chains.
Based on eValue rankings, The Ritz-Carlton Hotel Company took the top spot on both Facebook and Twitter, while Hilton Hotels & Resorts received the top ranking in the word-of-mouth category. Marriott International also performed well, ranking in the top three in each of the three categories.
“With today’s highly competitive market, it’s imperative for brands to understand where the conversation is taking place and who is talking about them to effectively build content that creates the most impact,” said Bryan Segal, CEO of Engagement Labs. “There is a multiplier effect in the measurement of conversations, and as a brand, creating content and an experience that resonates well with fans can allow content to reach multi-channel brand influencers and encourage them to engage in both on and offline conversations.”