What do Walmart and Fox News have in common?

When it comes to the most talked about brands, a retail giant and a cable news network are at the top of the pack — offline and online respectively.

Walmart grabbed the top spot as the “Most Talked About Brand” offline in an analysis by data and analytics firm Engagement Labs. As the largest brick-and-mortar retailer in the world — more than one-third of Americans visit Walmart in person or online every day — it's no surprise that the brand is the subject of more real-life consumer conversations than any other, according to Engagement Labs.

The largest beverage company in the world, Coca-Cola, earned the No. 2 spot in offline conversations. Samsung, which manufactures everything from smartphones to washing machines, comes in at No. 3 among the most talked about offline brands.

Online, the most talked about brand was Fox News, which found itself in the social media spotlight. President Donald Trump generated significant conversation about the brand when he tweeted numerous times about the channel using the #foxnews hashtag. Reflecting the dominant role of sports in consumer conversations, the NBA was No. 2 and the NFL No. 3 on the list for the most online conversations.

Engagement Labs studied more than 500 consumer brands in a variety of categories, ranking the brands that are the most talked about in consumer conversations. The rankings, which are part of the company's TotalSocial Brand Awards series, are based on the volume of conversation about the brand online (via social media) and offline (via face-to-face conversations).

The Most Talked About Brand Award is given to those with the highest volume scores online and offline in 2017.

To find the full list of winners across additional categories, click here.

"The Most Talked About brands are, of course, leaders in both size and market share,” said Ed Keller, CEO of Engagement Labs. “However, their marketing departments also understand the importance of making strategic decisions that get people talking, in order to distinguish themselves from the competition. These brands compete fiercely on the playing field by investing in talkworthy advertising, designing talkworthy products and cultivating relationships with loyal customers who advocate for the brand.”
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