Brand comparison: conversations on social media Comparing how passengers of four competing cruise companies speak Competitor benchmarking Common, and frequent use of social media has completely ampliied the voice of the consumer who can now share their honest thoughts and opinions about brands to a huge, global audience. Unsurprisingly, this has a huge impact on brand perception - and so being able to analyse the dialogue on social media - and take away actionable insights, is key to any brand’s success. As a means of competitor benchmarking, we sought to analyse how passengers of four competing cruise companies talk on social media, speciically looking at Viking Cruises, P&O Cruises, Cunard and Fred Olsen Cruise Lines. To do this, we turned to comparison. Comparing langu

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