The main indicators used to analyze posts of earned media in your Radarly projects are:
展示量
预计触达率
Virality
Engagement actions
Impression and Estimated Reach are relevant to compare the share of voice between different platforms and different periods of time. Although the absolute value of the indicators is interesting, it is the order of magnitude and the variation that matter the most.
Impressions of a Post
Definition
The global audience - the maximum number of users that can see the post at the time of publication
Calculation of impressions:
Social media sources
The general formula for social media sources:
Impressions of a post = number of followers at the moment of posting + (number of shares of the post* x median number of followers*)
*number of shares & average number of followers are not available for all social media sources
Web sources
The general formula for social media sources:
Impressions of a post = average monthly number of visits on the website/number of new pages created on the website in one month
Estimated Reach of a Post
Definition
The estimated reach of a post is the estimated number of users exposed to the post at the moment it was published
We use two distinct ways to estimate the reach:
one for the posts on social media
the other one for traditional web sources (Blog, Media...)
Calculation formula
The estimated reach of a post = impressions of the post x web user's exposure coefficient
Impressions and Estimated Reach
Source: | Impression of a post: | Estimated reach of a post: | New coef. (Jan 2020): |
Number of followers at the posting moment+ (number of retweets x median number of followers) | Impressions x 0.08 | 0.08 | |
Number of fans at the posting moment | Impressions x 0.07 | 0.07 | |
Number of followers at the posting moment | Impressions x 0.15 | 0.15 | |
新浪微博 | Number of followers at the posting moment+(number of reposts x median number of followers*) | Impressions x 0.04 | 0.04 |
N/A for the current version | Number of reads (this metric is collected for about 50% of collected Wechat posts because of technical limitations) | 不适用 | |
RED (Little Red Book) | N/A for the current version | N/A for the current version | 不适用 |
Google+ | N/A for the current version | N/A for the current version | 不适用 |
论坛 | N/A for the current version | N/A for the current version | 不适用 |
评论 | N/A for the current version | N/A for the current version | 不适用 |
Dailymotion | Number of views at the date of publication | Impressions x 0.9 | 0.9 |
Blog, Website, Media | Number of visits on the site per month/number of new pages created during 1 month | Impressions of the post x ratio according to the type of platform | media: 0.95 |
Vkontakte | Number of fans at the date of publication | Impressions x 0.3 | 0.3 |
Print media | Source audience | Impressions x 0.15 | 0.15 |
Twitch | Number of reads | Impressions x 0.8 | 0.8 |
Number of followers at the date of publication | Impressions x 0.19 | 0.19 |
* The median number of followers on Twitter = 301, The median number of followers on Sina Weibo = 152
Note: The median number of followers and the coefficients to calculate the estimated reach will be reviewed frequently (without retroactivity).
Impressions, Engagement actions & Estimated Reach
Where to find them?
概述
Cumulative Estimated reach of the posts matching the query
Cumulative Engagement actions of the posts matching the query
Ability to sort queries by impressions & estimated reach
Note: You can filter queries by Estimated reach & Engagement actions
Posts & Analytics
For each post, it displays the number of Impressions, Estimated reach in the list of posts (on the left)
You can sort the list of posts by Impressions and Estimated Reach
In the tile 'Number of posts', it displays the cumulative Impressions, Estimated reach and Engagement actions of the posts matching the query
Note: You can sort the list of posts by Impressions, Estimated Reach, Virality score and Engagement actions
关键意见领袖
For each influencer, the Estimated Reach is displayed in the influencers list
Virality Score
What is the virality score?
Virality quantifies the spread of a post among web users
How is it calculated?
The calculation of virality is different for each platform:
Platform: | Data used to calculate the virality score: |
Number of retweets | |
The total number of shares (including the share of shares) | |
Number of comments | |
新浪微博 | Number of forwards |
YouTube | Number of web pages, facebook posts and tweets in our database including the URL (or a shorten URL for Twitter) to the video |
网络 | Number of web pages, facebook posts and tweets in our database including the URL (or a shorten URL for Twitter) to the web page |
Number of saves |
Engagement Score
What is the Engagement score?
Engagement score quantifies the public involvement to a post
How is it calculated?
There are various ways to calculate engagement for each platform:
Platform: | Data used to calculate engagement score: |
Number of retweets + number of likes + number of replies to a tweet | |
Number of shares (including the shares of shares) + number of comments + number of likes (including likes on shared posts) | |
Number of likes + number of comments | |
新浪微博 | Number of forwards + number of likes + number of comments |
Number of likes + number of wows + number of reads | |
YouTube | Number of likes + number of comments + number of the video being favorited |
网络 | Number of tweets that include the URL or shortened URL to the webpage in our database + number of shares that include the URL or shortened URL to the webpage on Facebook + number of web pages with a link to this page + number of comments on the website page |
Vkontakte | Number of likes + number of comments + number of shares |
小红书 | Number of likes + number of comments + number of stars |
Number of saves + number of photos | |
Twitch | 不适用 |
不适用 | |
Dailymotion | 不适用 |
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