For all the hand-wringing missives about the internet replacing actual human interaction, it seems that reports of conversation's demise are greatly exaggerated—at least when it comes to brand awareness. "Many marketers today use social media as an early indicator of their marketing performance," said Ed Keller, president of Engagement Labs, which conducted the survey. "However, looking only at online social data is like driving 60 mph at night with only a flashlight. In doing that, you're probably going to make a lot of mistakes. The fact is, a major part of the sales impact from word of mouth comes from offline conversation."