HOW TO

10 SOCIAL DATA
METRICS TO PROVE
THE VALUE OF
MARKETING & PR
CONTENT QUICK FINDER

10 Social Data Metrics to Prove

the Value of Marketing & PR

PAGE The Basics: Activity & Reach Metrics

05
PAGE Virality Metrics

08
PAGE Brand Awareness Metrics

11
PAGE Influencer Metrics

16 TALKWALKER 2016
Introduction

The digital world offers a lot of straightforward metrics like

retweets, Facebook shares or Instagram likes but today, social
media analytics can give you much more. Looking beyond the obvious
can help you get actionable insights that will keep you one step ahead of
your competitors.

Here at Talkwalker, we have helped hundreds of clients with their

social media monitoring and strive to provide them with the best
methods to save time and define the metrics that matter most for
their individual needs.

THIS SHORT GUIDE WILL HELP YOU

1 Pick the best metrics for the reports of each client and department

2 Think of new ways to tie these KPIs back to business objectives

3 Highlight success by creating easy to understand reports

4 Provide clients with data and visuals they can rely on when
meeting with their own customers or prospects
TALKWALKER 2016
 The Basics:
Activity & Reach
Metrics
THE BASICS: ACTIVITY & REACH METRICS

1. ENGAGEMENT IN A FEW WORDS:

How much an audience
interacts with your content.

WHY SHOULD YOU CARE?

High levels of engagement can be a good in-
dicator of what an audience likes to read or TALKWALKER TIP
watch which in turn helps your client refine
their content strategy. They will also be able to Add internal company
determine in real time which social messages data, such as the number
are worth the advertising investment to try and of leads generated over
amplify buzz. a period of time, to your
In this era of information overload, marketers engagement figures to
often consider comments to be the most improve tracking of social
valuable form of engagement. Likes have today conversions and show
become so casual they are often mere reactions how you are creating
to clickbait messaging and have little to do value for your client, as
with the value of the content itself. In contrast, shown in the example
comments demonstrate interest from the user, below.
even if they are negative.

In this graphic, weve combined engagement metrics with

lead generation data to highlight effective marketing efforts.
TALKWALKER 2016

BEST RESOURCES
How to Measure Engagement the Right Way
What Is A Good Engagement Rate On A Facebook Page?
Why Engagement DOES Matter As A Social Media Metric

6
THE BASICS: ACTIVITY & REACH METRICS

2. REACH IN A FEW WORDS:

The number of people who
could potentially see your
content.
WHY SHOULD YOU CARE? Keyword: potentially.

While engagement metrics focus on interac-

tions, reach indicators look at the user com- TALKWALKER TIP
munity a message can get to. Each mention of
your brand has a different value based on the Compare the reach
audience it can potentially reach. For a social and engagement of
media account, reach can be defined as the size different social media
of its community, while for a website, we talk in channels to improve
terms of unique visitors. your understanding of
Of course, reach is not everything: a Twitter the size and reactivity of
influencer, for example, may have a small but your audience on each of
very focused following, and on average, less these networks and justify
than 6% of Facebook followers will see a new investment in specific
branded post on a page they liked. Yet these media. Below are reach vs
indicators will allow you to better understand engagement figures for
which website or social media account to target software giant Salesforce
to amplify social media messages. on various channels.

For this period, Salesforce had the greatest reach on forums,

and the most engagement on blog articles.
TALKWALKER 2016

BEST RESOURCES
Stop Measuring Reach in Your Social Media Marketing: Its About Genuine Engagement
Reach and Engagement: Making the Most of Social Media Marketing

7
Virality
Metrics
VIRALITY METRICS

3. TRENDING SCORE IN A FEW WORDS:

A score indicating how fast a
specific story is spreading on
social media.
WHY SHOULD YOU CARE?
In order to stay ahead of the competition, its
important to spot trending topics early on. TALKWALKER TIP
Social media is all about timing, and you need
to be able to move quickly and jump on a trend Use trending scores to tell
as soon as it develops. Each social network the story of a campaign,
offers means to amplify your content through from the identification of a
retweets, Facebook shares, repins, reblogs trend to your subsequent
and much more (those indicators are often reaction, and ultimately
categorized as engagement). With the help of link your data back to
the trending score, youll be able to get all that numbers like conversion
information in one place to assess the virality of rates.
a post throughout the web.

With a trending score of 5 out 10, this Facebook post by

Nordstrom is still trending at a relatively strong rate
TALKWALKER 2016

BEST RESOURCES
How To Use Trending Topics To Increase Your Conversion Rate
The Impact of the Trending Topic: The True Story (and Real Stats!) of a Top Tweet
How To Handle Trending Content

9
VIRALITY METRICS

4. VIRALITY MAP IN A FEW WORDS:

A visual detailing the way a
successful tweet, Facebook
post or news article spreads
WHY SHOULD YOU CARE? through different media types,
countries or languages.
In the words of a 2015 Kantar report
, mapping the Twitter activity that occurs
around marketing campaigns produces visuals TALKWALKER TIP
that are intriguing and beautiful but they are
also increasingly valuable. A picture is often
worth a thousand
Virality maps can reveal the hidden levers that
words. Use virality
helped make a post popular providing pivotal
maps to complement
online marketing, influencer management and
your explanation of
PR insights for companies in all industries.
the effectiveness of a
It is a simple visual that allows business
campaign, or the spread
professionals to understand on which regional
of a crisis.
market, channel and specific users they should
focus their efforts.

Heres a virality map of how news of tennis star Rafael Nadals retirement
from the 2016 French Open spread from Twitter to several other media channels.
TALKWALKER 2016

BEST RESOURCES
Why going viral is not enough: the shape of effective social media campaigns
3 Viral Marketing Lessons from the 2016 Super Bowl Commercials
The Virality Map: Now We Know How Things Go Viral

10
 Brand
Awareness
Metrics
BRAND AWARENESS METRICS

5. BRAND MENTIONS IN A FEW WORDS:

The number of times a brand
is mentioned online and on
social networks.
WHY SHOULD YOU CARE?
Social mentions show the level of peoples
interest and general awareness of a specific TALKWALKER TIP
brand, product or services, and give an indication
as to the channels where conversations around Connect the number
the brand take place. At times, they can be hard of brand mentions
to track as they take many forms, from Twitter with lead generation
handles to visual mentions and nicknames. figures to benchmark
With the help of this social media metric, you the performance of
will be able to evaluate the performance of your your marketing efforts.
marketing efforts, analyze peaks in mentions Follower growth on
and understand what generates positive and specific channels is
negative reactions from your target audience. another great KPI to cross
with brand mentions to
assess brand awareness.

In this example, we have combined mentions of luxury brand Louis Vuitton

on Twitter with follower growth data from Vuittons official account.
TALKWALKER 2016

BEST RESOURCES
Social Brand Mentions: Key Tools To Find And Fully Capitalize On Them For Marketing
Why Earned Media Matters to Content Marketing

12
BRAND AWARENESS METRICS

6. SHARE OF VOICE IN A FEW WORDS:

How much a brand is
mentioned online in
comparison to its competitors.
WHY SHOULD YOU CARE? In other words, the quantity
of digital space owned by a
Customers are increasingly relying on social specific brand.
media to get their news, find new products and
ask for recommendations from their peers. Yet
before they can decide to pick one brand over TALKWALKER TIP
another, they have to be aware of its existence.
As a result, brands compete in each industry for Analyze fluctuations
scraps of digital attention just to be present in in share of voice over
the minds of their customers. different periods of time (a
month, a year) to pinpoint
key marketing efforts that
make the brand stand out
from the competition.

Heres the evolution of the share of voice of 8 global hospitality brands over a month.
TALKWALKER 2016

BEST RESOURCES
How to Beat the Competition in Share of Voice & Share of Market
Beyond Vanity Metrics: Share of Influence Vs. Share of Voice
How to Engage With Customers at Every Step of the Consumer Decision Journey Using
Social Listening
13
BRAND AWARENESS METRICS

7. VISUAL PRESENCE IN A FEW WORDS:

How much your brand logo is
present in images posted on
the web and on social media
WHY SHOULD YOU CARE?
1.8 billion pictures are shared online every
day, but what are people visually saying about TALKWALKER TIP
your clients brand? Often, they may not even
mention it explicitly in the text accompanying Evaluate a brands visual
the image. If you are only scanning keywords presence compared to
linked to a brand, you are missing part of the the industry average or to
picture - whether thats an image that may lead competitors, and connect
to a crisis or user-generated content that could spikes in visual mentions
be leveraged for a future campaign. with concrete events and
marketing campaigns.

In this example, we analyzed the visual presence of

the brand logos of Nutella, Kitkat and Milka.
TALKWALKER 2016

BEST RESOURCES
How Can Image Recognition Help Your Companys Social Marketing Efforts?
Why Should Marketers Care About Image Recognition Technology?
Image Recognition in Action: Are you Nutella?

14
BRAND AWARENESS METRICS

8. SHARE OF INDUSTRY IN A FEW WORDS:

How much a brand is present
in the conversations shaping
TOPIC an industry.

WHY SHOULD YOU CARE?

Once again, social media is the new place TALKWALKER TIP
where customers form opinions on products
and services. A great way to increase brand Identify the key debates
awareness and maintain a consistent share of in a clients industry and
voice is to take part in discussions linked to a assess how much their
specific industry. brand name is being used
in comparison to the
competition.

The above graphics depict how pharma giant Sanofi dominated global
discussions on Zika over an 18 month period.

TALKWALKER 2016

BEST RESOURCES
Real-Time Marketing: How to Best Join the Conversation on Social Media
Customers Dont Want Ads, They Want A Conversation
Will Conversational Marketing Become a Reality in 2016?

15
Influencers
metrics
INFLUENCER METRICS

9. TOPIC RELEVANCE IN A FEW WORDS:

The level of relevance of an
influencer for your brand
depending on the topics and
WHY SHOULD YOU CARE? the brands they discuss most
on their channels.
Finding the right influencer for a brand is a
complex task. To better analyze the community
of a given user, it is useful to know which topics TALKWALKER TIP
they like to focus on, as well as the name of
the brands they most often mention. This Analyze each influencers
process remains useful during the partnership profile to identify their
evaluation stage: has the influencer stayed on most discussed topics,
track message-wise? Did he/she mention direct and compare them to the
competitors during the span of the campaign? key discussions in your
clients industry. Apply
a brand filter to identify
Heres an analysis of Instagrammer Melanie Liu, who likes to
write about hospitality. On the bottom left, are the topics she
the brands the influencer
mentions and on the right the brands she mentions in her mentioned recently.
posts.

TALKWALKER 2016

BEST RESOURCES
Measure to Manage: How Influencer Marketing Delivers on Marketing KPIs
Influencer Marketing: 3 Social Listening Strategies for Luxury Brands

17
INFLUENCERS METRICS

10. ENGAGEMENT PER IN A FEW WORDS:

How much engagement your
influencers can generate with
MENTION a single mention.

WHY SHOULD YOU CARE?

Engagement per mention is the perfect combi- TALKWALKER TIP
nation of reach and engagement metrics. This
is a great indicator to evaluate the reactivity of In your report, classify
the community of an influencer on a given topic your influencers by
and identify the most effective brand mentions. engagement per mention
to identify those who will
generate the most impact
for your brand with a few
In this example, Chanels Facebook account may have a wide well-targeted messages.
reach, but it is the posts of Nicki Minaj and Chiara Ferragni that
generated the most interactions from the public.

TALKWALKER 2016

BEST RESOURCES
The Simple 3 Step Process for Finding the Perfect Influencer
The Shocking ROI of Influencer Marketing
Expert Tips to Measure the ROI of Your Influencer Marketing

18
 STAY TUNED !
www.talkwalker.com

600+ Customers
Worldwide LISTEN 187 Languages
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850 K News Sites
10 + Social Networks
 Put Social Data
Intelligence To Work

600+ Customers
Worldwide LISTEN 187 Languages
150 M Websites
850 K News Sites
10 + Social Networks