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    • Best Cryptos
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      • Best Crypto Winter Tokens
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      • Best Future Cryptocurrency
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      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
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      • Long Term Investments
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      • How to Spend Bitcoin
      • How to Spend Ethereum
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      • Earn Free Crypto
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        • Earn Free Bitcoin
        • Make Money With Crypto
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        • Aqru Review
        • Best Staking Coins
        • Crypto Interest Accounts
        • Crypto Lending Platforms
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        • Crypto Savings Accounts
        • Crypto Staking
        • Earn Interest on Bitcoin
        • Earn interest on Ethereum
        • Earn Interest on Stables
        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
      • DeFi Crypto Guides
        • Best DeFi Apps
        • Best DeFi Interest Rates
        • Best DEX Coins
        • DAO Crypto Projects
        • DeFi Lending Platforms
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    • Buy Crypto
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
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      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
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      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
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      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
      • Best NFT Apps
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      • Best NFT Giveaways
      • Best NFT Lawyers
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      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Trading Card Games
      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • NFT Land Projects
    • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
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      • PolygonPunks NFTs
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      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
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      • NFT Launchpad
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      • OpenSea
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  • Stocks
    • Types of Stocks
      • Best Biotech Stocks
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      • Buy Adobe Stock
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      • Buy DWAC Stock
      • Buy eBay Stock
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      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Matterport Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Medifast Stock
      • Buy Netflix Stock
      • Buy Nike Stock
      • Buy Nikola Stock
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      • Buy Rivian Stock
      • Buy Roblox Stock
      • Buy Pfizer Stock
      • Buy SAVA Stock
      • Buy Spotify Stock
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      • Buy Upstart Stock
      • Buy XELA Stock
      • Buy Zoom Stock
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      • Invest in Stocks
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  • Trading
    • Best Trading Platforms
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      • How to Day Trade Stocks
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
      • Islamic Brokers
      • Low Margin Rate Brokers
      • Paper Trading Platforms
      • XTB Review
    • Best Forex Brokers
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      • Best Forex Signals
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      • Best Scalping Brokers
      • High Leverage Brokers
      • Low Spread Forex Brokers
    • Trading Robots
      • Algorithmic Trading
      • Bitcode AI Review
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      • Bitindex Prime Review
      • BitIQ Review
      • BitTrader Review
      • Crypto Bank Review
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      • Teslacoin Review
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      • 7Tesler Review
    • Bitcoin Robots
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      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold Review
      • BitProfit Review
      • Bit Index AI Review
      • British Bitcoin Profit
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
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      • Crypto Exchanges UAE
      • Crypto Exchanges UK
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      • Bitcoin Mining Sites
      • Best Coins to Mine
      • Ethereum Mining
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      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
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      • Cheapest NFT Projects
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      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • Invest in the Metaverse
      • Best Metaverse Apps
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      • How to Invest in NFTs
      • Metaverse Projects
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      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
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      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best Upcoming IPOs
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
        • Best Forex Brokers AU
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        • Best Forex Brokers IN
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        • Best Forex Signals
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    Digital & Social⟩Social Data

    5 Social Media Metrics You Can Stop Tracking Yesterday

    author imageConnor Brooke Last updated: 29 May 2015
    Twitter Facebook LinkedIn Flipboard 5

    There’s a difference between knowing what social media metrics to track and knowing which metrics are not meaningful when measuring social media ROI. Differentiating between the metrics that are vanity and useful will allow you to prove the importance of social media for your business.

    5-Social-Metrics-To-Stop-Tracking

    What it all comes down to is being able to answer this question:

    “Does that social media metric help you make important business decisions?”

    If it does, then it’s an important social media metric to measure. If it doesn’t, then it’s a vanity metric that doesn’t prove social media ROI.

    With that in mind, I have put together 5 social media metrics you can stop tracking and what metrics to measure instead.

    5 social media metrics to stop tracking for your social media ROI

    1) Engagement

    social-media-engagement

    Engagement refers to how much people interact with a brand’s social media posts, this “metric” gets thrown around a lot if you work in social media —in fact, too much. Unfortunately, just tracking engagement is too vague. If you are still tracking engagement you’re missing out on tracking proper social media metrics that show you exactly what kind of user behavior is happening when someone engages with your social media posts. It doesn’t allow you to know whether or not that behavior is positive or negative because you’ll never know if your social media engagement is actually good or bad.

    If you must track engagement, track your engagement rate and sentiment instead. In Twitter Analytics, this you can track your Twitter Engagement Rate, it is a metric that is available for free to track. It’s a better metric to track than just engagement because it is a directional metric, if you increase your Twitter engagement rate other good things start to happen to your social media KPIs. What this metric tells you is out of the number of people who sees your tweet, how many of them actually engaged with your tweet. The engagements tracked are:

    • Link clicks
    • Favorites
    • Retweets
    • Replies
    • Embedded media clicks
    • Detail expands
    • Shared via email
    • Permalink clicks
    • User profile clicks
    • Follows

    If you want to know whether or not your social media engagement is positive or negative, Sentiment refers to the emotion behind a social media interaction. It’s a way to measure the tone of the conversion and adds important context to social conversations. It’s a more important social media metric to track than engagement because without it, measuring your social media engagement can be misleading.

    Measuring sentiment on your own can be quite time consuming, depending on the size of the conversation. You can use tools like uberVU via Hootsuite platform to track your social media sentiment. It uses a powerful automation tool to determine sentiment, which is based on a machine learning technology.

    2) Klout

    Klout is a brilliant idea, but at the end of the day tracking Klout doesn’t do very much for growing your business. Klout is a vanity social media metric that looks good on the outside but lacks substance. Your Klout Score is a number between 1-100 and it represents your influence, the higher your Klout Score the more influential you are. Don’t get me wrong this is a great metric for personal use, but for a business it’s less relevant. But, why did people track Klout in the first place? To discover social media influencers to increase their social reach via these influencers.

    However, Klout can be easily gamed through various social media automation tools that help increase your following or automate your social media posts. Which is why tracking Klout can be misleading. Instead, if you must gather a list of social media influencers, leave it up to influencer marketing agencies who create various social media influencer lists like Forbes’.

    3) Facebook comments

    The number of comments you receive on your Facebook posts used to determine whether or not your Facebook posts are doing well or not. But, with so many spam comments it’s difficult to determine whether or not the 100 comments on your Facebook posts are properly representing your engagement rate. Instead, track your conversation rate on Facebook instead of just comments. This is simply the number of conversations per social media post.

    Here’s an example used by True Social Metrics for Pizza Hut’s Facebook Page:

    Conversion-Rate-Chart-1

    What the above means is that on average 100 Fans leave 0.004 comments to 1 post. The lower this ratio is, the more inactive followers your account has or it signals that your content is not engaging. This metric will tell you whether or not your need to improve the content you share on Facebook or how you are acquiring new followers because maybe the reason why you are getting a low conversation rate is because you launched a Facebook campaign that acquired

    4) Followers and Likes

    Followers on Twitter and Likes on Facebook are vanity metrics to what your potential audience size is. But, what if all these followers and likes on are bots? This makes your follower count less important to your social media strategy and less effective when reporting the real value of your social media presence.

    While it’s nice to know how many potential people will see your posts, a more valuable social media metric to measure is reach. Choose an engagement action that is important to your company’s social media goals, these actions can be: retweets, mentions, replies, shares, comments, likes, favorites, etc. Then divide that total number by your reach (total number of followers or likes) to calculate your engagement percentage based on reach.

    For example:

    Say your company has 5,893 followers on Twitter, and one of your tweets associated to a campaign received 234 retweets.

    Engagement-Rate-Chart-1

    5) Mentions

    This number now tells you that out of the entire possible audience for your campaign, 3.97% of your followers participated. You can then use this number to set goals for future social media campaigns.

    The mentions metric was once a great indicator that tells you that people are talking about you. It’s great to know that your brand is being mentioned 100 times a day, but how does that compare to your competitors? What if your competitors are getting mentioned 200 times a day? Is tracking mentions a good thing to track if you’re trying to increase your market share? For this instance, no.

    Instead, measure your Share of Voice. Tracking this will help you understand how your brand or company is performing in comparison to your competitors. This social media metric breaks down the percentage of mentions within your industry or space is about your brand and what percentage is about your competition. You can measure Share of Voice by tallying up all the mentions for your brand in a given time period. Then, compile the mentions of each of your competitors in that same time period. Calculate Share of Voice by dividing your mentions by the total number of mentions for the competition.

    For example:

    Mentions-Chart-1

    Share-Of-Voice-Chart1

    Share-Of-Voice-Pie-Chart-2

    You can use this percentage as a guidance to know how much (or how little) of an impact your social media presence is making in your industry. You can also use this metric for competitive research. If one of your competitors has a larger Share of Voice than your brand, uncover reasons to why their Share of Voice is higher than yours and formulate ways to increase your share. Lastly, you can use the Share of Voice metric to measure the effectiveness of campaigns or other marketing efforts. Take note of your Share of Voice before the start of a campaign so you can measure any increase. As you can already see, Share of Voice is a much more effective social media metric when measuring social media ROI.

    What we’re trying to say is…

    Effective social media measurement starts with preparing which social media metrics are important for your business to track. If you’ve read down to here, you’ve already taken the right step to effectively reporting on social media ROI. After reading this (and leaving a comment below), pick a social media metric and start tracking them now. Track these metrics over a specific period of time and take note of any dips or increases. These dips and increases will provide you insights into what’s working and what’s not working.

    Investigate the results that are outside of what you typically expect and understand why they happened. By paying attention to the social media metrics that actually matter to your business, you’ll be able to better understand the effectiveness of your social media activities and the ROI of social media for your business.

    What social media metrics have you stopped tracking and which ones did we miss? Let us know in the comments below.

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      This article originally appeared on LoginRadius and has been republished with permission.
    Find out how to syndicate your content with B2C


    author image

    Author: Connor Brooke

    Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has

    … View full profile ›


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      Discuss This Article

    Show Comments (5)
    Add a Comment
    • Praveen Goswami says:
      May 30, 2015 at 3:05 am

      Well articulated article, clearly states what you want to see and what you see. Tylor looking forward for more like this in future

      Reply
      • Taylor Nelson says:
        June 1, 2015 at 10:58 am

        Glad you liked it Praveen! I regularly write on the LoginRadius blog (http://blog.loginradius.com/) if you’d like more content!

        Reply
    • Benjamin says:
      June 4, 2015 at 12:48 am

      Shouldn’t the Share of Voice graphic be 100 divided by 355, not 255? As in the pie chart?

      Reply
      • Taylor Nelson says:
        June 4, 2015 at 5:20 pm

        Apparently I didn’t look close enough when finding an example! I think it should be 355 as well. Thanks for pointing it out.

        Reply
    • Daniel Ayers says:
      June 15, 2015 at 9:14 am

      I don’t disagree with the general thrust of the article, but a couple of caveats around the topics in your first point on Engagement.

      First, I think it’s dangerous to look at Twitter’s own metric of engagement rate when they treat so many obviously unequal user actions as ‘1 engagement’. The value of a follow, a retweet or a reply is more significant (or at least differently significant) to a photo expand. But Twitter treat them the same, and it’s not uncommon to find ‘photo expand’ makes up about 80% of the engagements on a tweet.
      So using a bad, unoptimised photo (e.g. portrait) will apparently drive high engagement, when qualitatively that’s not the case.

      Second, I’m always very sceptical of machine-based sentiment tracking. It’s very rare to find a system which doesn’t rate roughly 5% of comments as negative, 5% as positive, and the rest as ‘neutral’. I wouldn’t be comfortable making any business decisions based on that.

      Finally, on Like/Follow totals- would agree that it’s a misleading number in terms of value, especially when multiple accounts are combined without being de-duped. But there are still many decision makers who pay much more attention to ‘big numbers’ than the nuances of social engagement. Potential sponsors, for example. So chasing followers isn’t without value, even if you’d hope this would be flawed long-term.

      Reply

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