LOTS of terms this week. Please look them over before class to help you prepare!
Active Advocates – measures the number of individuals generating positive sentiment over a given time frame (i.e., past 30 days) and is calculated by dividing the number of active advocates by the total (passive and active) advocates for a brand.
Advocacy Impact – measures the direct or indirect contributions of advocacy on conversions and is derived by dividing the number of advocacy driven conversions by the total volume of advocacy traffic.
Advocate Influence – indicates the unique advocate’s influence across one or more social media channels and is calculated by dividing a single advocate’s influence by the total number of brand advocates.
Audience Engagement - shows the level of a company’s engagement in comparison to its viewership and is calculated by dividing the proportion of visitors who participate in a specific marketing initiative by contributing comments, sharing or linking back by the total number of views.
Baseline – a starting point, enabling marketers to determine the progress of social media strategies toward achieving goals.
Benchmarks - standards against which all social media KPIs are measured.
Boolean AND operator – often represented by a plus sign (+), constricts a search by specifying that the results must include all the keywords in the query.
Boolean NOT operator – often represented by the minus sign (-), excludes results containing the specified keywords.
Boolean OR operator - lets marketers widen a search to include content that has either of the keywords connected by the operator.
Boolean operators – such as AND, OR, and NOT, allow marketers to build search queries that either narrow or broaden a search.
Conversation Reach – reveals the number of unique visitors who participate in a specific brand/issue/topic conversation across one or more social media channels and is calculated by dividing the number of people participating in a social media conversation by total audience exposure.
Customer Satisfaction Score – indicates the relative satisfaction of customers and is computed by dividing positive customer feedback by all customer feedback.
Data mining - is the process of automatically sifting through large amounts of data to reveal trends, patterns, and relationships in order to detect useful information.
Detractors – unhappy customers likely to damage the brand and hinder growth through damaging word of mouth.
Frequency – is the number of times an individual views a commercial in a particular advertising schedule.
Idea Impact – measures the rate of interaction, engagement, and positive sentiment generated from a new product or service idea and is calculated by dividing the number of positive conversations, shares, and mentions by the total idea conversations.
Impact – the raising of people’s awareness of a brand and influencing their perception of the brand through engagement and arguably what should be the primary goal of social media marketing.
Issue Resolution Rate – is the percentage of customer service inquiries resolved satisfactorily using social media channels and is calculated by dividing the number of service issues resolved satisfactorily by total number of service issues.
Net Promoter Score (NPS) - is a measurement used to gauge the loyalty of a company’s customer relationships.
Opinion mining - uses computer algorithms to automatically detect the basic mood, attitudes, or emotions of the creators of content on the social web.
Passives - satisfied but unenthusiastic customers, vulnerable to competitive offerings.
Phrase searching – narrows search results by only returning content that exactly matches the keywords within quotes.
Promoters - loyal enthusiasts who will continue to buy and refer other consumer and fuel further growth.
Qualitative measurement – is the judgment of the sentiment toward a brand or topic on the social web.
Qualitative social media measuring - is the process of accessing the opinions and beliefs about a brand.
Quantitative measurement – is the determination of the volume of content on the social web.
Quantitative social media measuring – is a methodology that focuses on counting the volume of specific types of content on the social web.
Reach - is the percentage of people in a target market who are exposed to an advertising schedule at least once.
Resolution Time – indicates the amount of time required to produce a human-generated response to customer service issues posed in social media channels and is calculated by dividing total inquiry response time by total number of service inquiries.
Semantic Web - is a common framework that facilitates machine interpretation of the meaning of language.
Sentiment analysis - uses computer algorithms to automatically detect the basic mood, attitudes, or emotions of the creators of content on the social web.
Sentiment Ratio – indicates the positive, neutral, and negative brand mentions about specific products or services over a given time period and is calculated by dividing positive, neutral, and negative brand mentions by all brand mentions.
Share of Voice - indicates how a brand stacks up in comparison with its competitors and is calculated by dividing the company’s brand mentions by the total mentions of the industry in social channels.
SMART goals – goals that are specific, measurable, attainable, realistic, and timely.
Social media measurement – is the determination of the volume of content and the sentiment toward a brand or topic on the social web.
Social media monitoring – is the process of tracking, measuring, and evaluating an organization’s social media marketing initiatives.
Topic Trends – measure key brand/product/service topics identified by monitoring social media conversations and is calculated by dividing the number of specific topic mentions by all topic mentions.
