What if there is one score to know Social Media performance?

What if… there is just one score to know

social media performance?

Why Holistic?

Why Holistic?• Know what KPI is dragging the overall score down

Why Holistic?• Know what KPI is dragging the overall score down

• It’s not about holistic versus categorical scoring.

In fact, you need KPI categories to determine overall score.

Why Holistic?• Know what KPI is dragging the overall score down

• It’s not about holistic versus categorical scoring.

In fact, you need KPI categories to determine overall score.

• For Executives

Let’s say you have already identified your KPI’s in the social

media world of metrics.

Come on… you know what KPI means.

And assigned them to KPI categories based on the consumer lifecycle approach from Exposure to Advocacy.

Come on… you know what KPI means.

LIKE THESE…

Channel-based model

Metrics-based model

LET’S GET PHYSICAL

LET’S GET PHYSICALMATHEMATICAL

with an example

Variables:

1. Exposure, Owned – Post Reach Frequency

2. Exposure, Earned – Page Likes Frequency

3. Exposure and Engagement, Paid – CTR

4. Engagement, Owned – Page Visits

5. Engagement, Earned – Engagement Frequency (Post Likes, Comments, Shares, Link Clicks)

Data set to compare: Week 1 vs. rest of the month

Problem: What’s my overall Facebook Page Exposure

and Engagement Performance?

2 Easy Steps

1. Get the Z score of each variable listed in the previous slide using the formula below. Translate the z-scores into cumulative percentages. This link will help computing a lot easier - http://easycalculation.com/statistics/z-score-standard.php

2. Assuming each variable has equal importance to your objective, get the average z-score cumulative percentages of each variable with the result being your Social Score.

Exposure, Owned – Organic Post Reach Frequency of Week 1 to compare with the rest of the month

Total Reach of Posts Week 1 (current sample): 8600

Week 2: 2700

Week 3: 3300

Week 4: 10400

Week 5: 10800

Mean: 7160

Standard Deviation: 3892

z score: 0.37

Social score: 65 (as translated to cumulative percentage via

http://clas.sa.ucsb.edu/staff/binh/stdNormalTable.pdf )

Example result of a variable

Now calculate the remaining score of the other variables (Exposure, Earned – Page Likes Frequency,

Engagement, Owned – Page Visits , Engagement, Earned – Engagement Frequency (Post Likes, Comments,

Shares, Link Clicks), CTR and calculate the mean with the end result as your overall social score based on the

channel-based framework.

•0.1-2: What’s going on in here?

•2-15: Needs practice…

•16-84: Socially normal!

•85-98: Super social!

•99-99.9: Out of this world

What does a social score of 65 mean?

•0.1-2: What’s going on in here?

•2-15: Needs practice…

•16-84: Socially normal!

•85-98: Super social!

•99-99.9: Out of this world

What does a social score of 65 mean?

HERE…

IT’S SIMPLE

BUT HEY, DO NOT FORGET

BUT HEY, DO NOT FORGETYou can assign weightage on importance of KPI category

BUT HEY, DO NOT FORGETYou can assign weightage on importance of KPI category

You should have a qualitative review to look at it at a granular level.

THANK YOUjerichodignadiceQuestions? ->