DEBATE GROWS OVER A NEW METRIC FOR SOCIAL MEDIA
Posted: Sat Jan 18, 2025 6:13 am
The dilemma over how to measure a brand's influence on the Internet is growing as rumours mount that Twitter wants to get in on the action and create a system similar to Net Promoter , which measures customer satisfaction and loyalty.
Now Razorfish and Ogilvy are working band data to create a system that measures the influence and popularity of companies on social media, focusing not on loyalty but on conversation.
“Any mention of a brand, as long as it’s not negative, serves the purpose of creating awareness online because it’s there and it’s going to stay there,” says Shiv Singh, vice president of social media at Razorfish.
At Ogilvy, they are working on a formula to calculate "the impact of the conversation, which does not aim to take the pulse of a brand in general but rather the reception of a particular campaign."
"Basically, by looking at the positive word of mouth for a brand and using a very simple formula that can determine the preference for a particular brand," concluded John Bell, managing director of Ogilvy.
Now Razorfish and Ogilvy are working band data to create a system that measures the influence and popularity of companies on social media, focusing not on loyalty but on conversation.
“Any mention of a brand, as long as it’s not negative, serves the purpose of creating awareness online because it’s there and it’s going to stay there,” says Shiv Singh, vice president of social media at Razorfish.
At Ogilvy, they are working on a formula to calculate "the impact of the conversation, which does not aim to take the pulse of a brand in general but rather the reception of a particular campaign."
"Basically, by looking at the positive word of mouth for a brand and using a very simple formula that can determine the preference for a particular brand," concluded John Bell, managing director of Ogilvy.