Tag Archives: metrics

PRINT™ links brand value to social media performance

Today, we’re launching a solution to some of the more common questions marketers and social media strategists are asking of their organisations’ social media performance:

  • Does our brand’s social footprint add value?
  • Can this be defined and measured in a meaningful way?
  • How can we use this information to make improvements?

We, like many of our clients, have been frustrated by the lack of a practical set of metrics, or even a common measurement framework. The tools we found were too narrow in scope, too vague in their outputs or simply too expensive.

So we set out to develop our own methodology and it is launched today.

It is called PRINT™ because it measures social footprint based on five attributes – popularity, receptiveness, interaction, network reach and trust. We think it has the potential to become a valuable KPI for marketers and social media strategists because it allows brands to compare their social media performance directly with other chosen brands, across multiple channels. And the output is a set of specific actionable insights.

Above all, unlike other public measures of ‘influence’ (e.g. Klout, PeerIndex, etc.)  PRINT™ correlates closely with established measures for brand value and growth from respected sources like Millward Brown (BrandZ) and Interbrand.

It comes in three flavours:

  1. PRINT™ Benchmark – a one-off report for £950 (US $1,500)
  2. PRINT™ Annual – a one-off report plus 2 updates over the course of a year for £1,800 (US $2,900)
  3. PRINT™ Tracker – a one-off report plus 11 monthly updates for £4,250 (US $6,800)

There’s more information about PRINT™ available on our site – including a sample scorecard, insight charts, FAQs and a summary of our investigation into the link between the PRINT™ Index and brand value/growth.

If you like what you see, please share it. If you’d like to become a customer, go straight here.

We’re already applying the PRINT™ solution to our own clients, but we’re also keen to investigate different sectors too. So watch out for the Sociagility Social Top 50, our list of the top global brands ranked using PRINT™.

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You don’t think you’re very social, do you?

Most respondents don’t rate their companies very highly, according to early indications from our self-assessment survey, How Social Are You? More than half think they are social media ‘innocents’ and less than a quarter consider themselves ‘advanced’.

There is a high degree of consistency on what is important to achieving competitive advantage through an organisation’s use of social media:

  • understanding the impact of social media on marketing activity and Supporting/reflecting brand personality (for both 89% agree or strongly agree);
  • being aware of what’s being said and being able to change in response to the challenges/opportunities (86% agreed or strongly agreed to both);
  • being willing to respond and being willing to engage with what is being said, as well as creating and communicating clear policies for staff (all 82.5%)

However, there’s a big mismatch between what is thought important and how good people think their organisations are.

% agreeing or strongly agreeing that it’s important % rating themselves 6/10 or higher Delta between agreement and rating
Having clear metrics to measure the impact of social media 81.0% 19.4% 61.6%
Creating and communicating clear policies and guidelines to staff concerning their use of social media 82.5% 35.0% 47.5%
Achieving the best possible return on investment from social media 73.0% 28.3% 44.7%
Ensuring that use of social media supports/reflects the personality of the brand 88.9% 49.0% 39.9%
Being able to change in response to social media challenges/opportunities 85.7% 45.9% 39.8%

 

These are only early indications based on a small sample but anecdotally, fits well with what we have seen and heard from companies. What about you?

The survey continues to run, so if you are involved in social media on behalf on your organisation and have not yet completed it, please do so (it will only take 10 minutes). The more data, the better for all.

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