The document discusses various metrics that can be used to measure social media performance. It describes metrics like Impact Score, which measures how much a social post has been seen and shared; Twitter metrics like retweets, followers, and influence; page type categorization; website visitor metrics from Google; MozRank and backlinks for SEO measurement; net sentiment analysis; and number of people talking about a page on Facebook. The goal is to cut through noise and tell a story with meaningful metrics.

1. Metrics That Matter
Brian Stump brianst@brandwatch.com | Tel: 347 834 9708
May 2014

2. Agenda
© 2014 Brandwatch |
www.brandwatch.com
2
– Our Metrics
– Cutting through the noise
– Telling a story

3. 3
Metrics
© 2014 Brandwatch | www.brandwatch.com

4. Metrics
4
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

5. Metrics
5
• Impact Score
– Score given to mentions, authors, and sites that reflect how much it has been seen
and shared.
– Comprised of 2 factors:
• How much potential a mention has to be seen
• How much a mention has been viewed, shared, or retweeted.
– The Impact metric is still in beta, and, as such, we would love your feedback!
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

6. Metrics
6
• Impact Score
• Twitter Metrics
– Retweets
– Reach Score
– Tweets
– Following
– Followers
– Influence
– Impressions
– Outreach
– User Role
– Verification
– Account Type
– Gender
– Profession
– Interest
– Author Location
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

7. Metrics
7
• Impact Score
• Twitter Metrics
– Retweets
– Reach Score
• The sum of the influence of the author and all tweeters who have retweeted the tweet.
– Tweets
– Following
– Followers
– Influence
• A normalized score based upon the amount that others interact with an author or their
content. (Kred)
– Impressions
– Outreach
• Level based metric based upon the amount a user RTs, @reply, or follows other users.
(Kred)
– User Role
– Verification
– Account Type
– Gender
– Profession
– Interest
– Author Location
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

8. Metrics
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• Impact Score
• Twitter Metrics
• Page Type
– News
– Blog
– Forum
– Video
– Twitter
– General
– Review
– Image
– Facebook
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

9. Metrics
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• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics (Provided by Google Display Planner)
– Visitors/Month
– Avg. Visits
– Avg. Pages
– Avg. Time (min)
– % Male
– % Female
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

10. Metrics
10
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank (Provided by SEOmoz)
– Reflects the importance of a web page.
– Pages increase the MozRank by the number and quality of other pages that link to them.
• Backlinks (Provided by SEOmoz)
– The number of external links pointing to a website.
– This can be a good indicator of the quality of the website.
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com

11. Metrics
11
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This
© 2014 Brandwatch | www.brandwatch.com
6 mentions / 3 are neutral / 2 are positive / 1 is
negative
difference = positive - negative ( or 2 – 1) = 1
sum = positive + negative ( or 2 + 1) = 3
net sentiment = (difference / sum) * 5 = ( or (1
/ 3) * 5) = 1.666… = 1.7
Example:

12. Metrics
12
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• People Talking About This (Provided by Facebook)
– The number of unique users who have created a “story” about a page in a seven day period.
© 2014 Brandwatch | www.brandwatch.com

13. 13
Cutting Through
the Noise
© 2014 Brandwatch | www.brandwatch.com

14. 14
Telling a Story
© 2014 Brandwatch | www.brandwatch.com