The Value of Measuring an Active Engager vs. Passive Observer
All brands are looking to spark social engagement. But inspiring consumers to comment or share your brand with their network takes thoughtful planning. Meaningful audience engagement goes beyond a simple “like,” so you need to know what content gets people talking.
Social Media Analytics Across Channels
Measuring impressions, video views, and likes are too passive when you want to understand how well your content has connected with an audience. Afterall, you could trigger an impression or a video view simply because it’s served to your newsfeed. Many people “like” so thoughtlessly when they’re scrolling that one million “likes” doesn’t mean one million people are truly interested in your brand.
If getting consumers to comment, share and reply to your content is what you are aiming at, you need a way to measure those types of social engagements across all major social channels. When a person shares your post on Facebook or comments on Twitter, you know that person saw something about your brand and was motivated to take action. It means that person stopped scrolling to talk about your content or share it with their friends or followers. That’s something!
Introducing Social Talkability
At ListenFirst, we unite billions of social signals across every social platform. Using our unique access to this data we’ve introduced a new way to measure meaningful engagements — in one comprehensive score. Social Talkability, is our new proprietary metric that provides brands with the number of social actions that are deemed intentful.
Your “Talkability” score counts comments, shares and replies across all major social channels, along with user-generated content. It compiles data from Facebook, Twitter, Instagram, YouTube, Reddit and TikTok.
|The Social Talkability score helps brands see the full picture.|
|See how cross-channel social engagements took off for Netflix and Apple during pivotal campaigns.|
|Bridgerton premiered on Netflix on Dec. 25, 2020. That day Bridgerton got 13,385 “likes” per Instagram post. That’s almost 1,000 less “likes” than they got per post the day before. But when looking across social channels and counting the more active engagements, Netflix can see the show did get audiences buzzing on premiere day. Social Talkability was lifted 787% from Dec. 24 to Dec. 25.|
|April 20, 2021 was a big day for Apple as they introduced new products and updates to the market. However, they only averaged 64,032 reactions per social media post on that day. (Between January 1- April 19, 2021, Apple averaged 134,790 reactions per post.) When looking at the Social Talkability metric, Apple can see that there was, in fact, a lift in comments, shares and replies across channels, despite the drop in reactions in general. Talkability was up 213% on April 20, compared to April 19.|
Get Your Social Talkability Score Today
ListenFirst customers can access this metric today in the Brand Rankings tab and in the Time Window Comparison report.
If you are not yet a ListenFirst user, contact the ListenFirst team to request a demo.