Measuring reach to engagement on social media
Digging deeper into their proposed standards, I found interesting their preliminary guidance on how to “standardise” the following terms, as I summarise here:
Reach & impressions: how to compare visits/viewers/circulation?
They caution against using any type of “multipliers” given that it is probably overestimated the number of people actually “viewing” content, e.g. an estimated 10% of your “friends” see your average Facebook post.
Opinion/advocacy: this needs to be broken down into types: e.g. “opinions” (it’s good), “recommendations” (try it), “feeling” (makes me feel good) intended action (going to do it).
Influence: it is multi level and multi-dimensional – difficult to rely on an automated measure alone.
Engagement: occurs after reach, consider it at different levels:
Low: Facebook “like”, Twitter “follows”
Medium: Blog/video comments, Twitter “retweets”
High: Facebook “shares”, original content/video posts created by users.
Read more about #SMMStandards Initiative here>>