Benchmarking Social Media

Understanding what success means on social media can be elusive without creating a baseline for comparison first. Just because something didn’t go viral does not necessarily mean it didn’t make an impact and can be considered a success.

Content formats and themes have different baseline audiences. Let’s take Dx3 EMPOWER, a one-day influencer marketing conference held in Toronto targeting beauty and lifestyle industry, as an example. As a sponsor of the event, we monitored the surrounding chatter on social media.  Here’s what we focused on:

Understand the average impact per author.

The beauty and lifestyle industries have a very active following, which EMPOWER targeted specifically. The event’s hashtag #Dx3Empower received more than 700 social mentions with the average following of authors engage in the conversation upwards of 5,000 people. This number is the average impact per  author.

Another example is Canada’s federal election, which Cision is following via the hashtag #Elxn42, along with the party leaders and candidates for Parliament like Randy Boissonnault, Liberal Party candidate for Edmonton Centre.

Hashtag or Twitter Handle

Average impact per author*

Justin Trudeau, Liberal Party Leader

1,931

Stephen Harper, Conservative Party Leader

1,911

Thomas Mulcair, New Democratic Party (NDP) Leader

2,042

Elizabeth May, Green Party Leader

3,049

Randy Boissonnault, Liberal Party Candidate, Edmonton

1,323

Gil McGowan, NDP Candidate, Edmonton

1,002

James Cumming, Conservative Candidate, Edmonton

933

#Dx3Empower

5,034

#Elxn42

2,660

#rugbyworldcup

8,227

#TIFF, Toronto International Film Festival

11,784

*As of September 23, 2015

Outlier events like the Toronto International Film Festival and the Rugby World Cup have a large amount of international media engaging in the social media conversation. These publications have very large social followings.

 

Look at total social mentions.

For a politician, engagement with a greater number of people could be a driver of success. So far during this election there have been two English-language debates among the potential candidates and the Globe debate on September 17 had nearly three times the engagement than the Macleans debate, which took place on August 6. From this we can infer that interest in the election increases as the October 19th election nears.

Hashtag or Twitter Handle

Social Mentions

International  Event or Long-Term National Campaign

Justin Trudeau, Liberal Party Leader

307,412

Stephen Harper, Conservative Party Leader

344,513

Thomas Mulcair, New Democratic Party (NDP) Leader

310,306

Elizabeth May, Green Party Leader

130,399

#rugbyworldcup

145,858

#TIFF, Toronto International Film Festival

323,278

National Event

#GlobeDebate

73,407

#MacDebate

25,862

Regional event or campaign

#Dx3EMPOWER

704

Randy Boissonnault, Liberal Party Candidate, Edmonton

381

Gil McGowan, NDP Candidate, Edmonton

441

James Cumming, Conservative Candidate, Edmonton

192

* August 1 – September 23, 2015

For a regional campaign, such as those ran by the Edmonton candidates, receiving hundreds of social mentions is a success. A strong benchmark for a national campaign is receiving tens of thousands of messages. While longer, or international happenings, should track toward hundreds of thousands of social mentions.

Learn more about social media monitoring, download our new Cision’s Guide to Social Media Monitoring white paper today!



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