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Ed Keller, author of the book "The Influentials" and principal of the research firm Keller Fay Group, outlined how little correlation there often is between online buzz -- which can be readily tracked via listening -- with offline buzz, which generally requires some form of survey research to track.

Offline discussion makes up around 90% of word-of-mouth for brands, Mr. Keller said. And in a recent study of the 100 brands most talked about online, only two of the top 10 were most talked about offline. Only about 25 of the top 50 most-talked-about online were most-talked-about offline.