Effective Social Media Measurement: ‘Virality Signals’

Effective Social Media Measurement: ‘Virality Signals’
19. November 2019 Myriam Romoth

Effective Social Media Measurement: ‘Virality Signals’

Virality Signals

Virality is an essential tool within social media measurement to help understand relevance, success and the potential for optimisation of digital content. Ubermetrics is, therefore, happy to announce that we now provide all of our customers with an extended range of innovative social media analytics: Virality Signals.

With ‘Virality Signals’, Ubermetrics substantially improved its virality metrics: Next to backlinks and comments, the Ubermetrics tool now also provides engagement data from all leading social media platforms. Both groups of data – Virality and Virality Signals – are merged and presented as one figure within the Ubermetrics tool. In combination with our Instant Insights feature, we now offer a comprehensive toolset for effective communication workflows:

#1 – To identify the drivers behind successful content

Which content will be successful and why? With our new Virality metric, Ubermetrics provides communicators with exactly the data they require to plan, measure and optimise their content strategies and tactics. The combination of Virality and engagement data – such as Facebook Reactions – enables the analysis of target groups’ emotions and attitudes. Communicators can integrate generated insights into their communication generally as well as, more specifically, into their SEO/VSO strategies.

Case in point: A search on the subject of “Workout & Fitness” produced almost 15,000 results on Instagram within one week alone. Sorting these results by Virality, one can now quickly identify the posts with the highest engagement levels:

Virality Signals - Identify successful Content

#2 – To find relevant influencers

The new Virality data not only provides insights into the performance of content but also lists topically relevant authors and influencers. This gives communicators the ability to understand the performance of specific social media accounts as well as to evaluate opportunities and risks of possible collaborations with the people behind these account with just a few clicks.

So, if you want find out if content marketing expert Joe Pulizzi is truly as relevant as his reputation suggests, you can now easily do so with our extended Virality metric: His tweets generated, on average, 30 interactions which places him well within the top 20 Twitter users discussing content marketing – a topic that currently produces more than 3,000 tweets a day.

Virality Signals - Find relevant influencers

#3 – To manage crises competently

The combination of Virality and engagement data helps communication pros to identify the origin of negative media coverage or conversations and, therefore, enables early and targeted interventions.

Access to customer intelligence data is crucial for companies like Lufthansa. With our new Virality metric, the company can keep track of negative posts and react competently at any given time. In combination with positive comments, such data provides important insights for, for example, customer service teams whilst also delivering inspiration for product development.

Virality Signals - Competent crisis management

#4 – To detect polarising content

With Ubermetrics’ extended Virality metric, you can easily identify extremely positive or negative mentions. With a few clicks, communicators can now find such mentions for any specific piece of content.

Using this approach, we analysed current affairs covered by leading German media outlets with the following result:

Virality Signals - Detect polarising content

FAQ

How do I get access to Virality Signals?

Virality Signals is available for all Ubermetrics customers. If you have any questions, please contact our customer service team.

Which data is included within Ubermetrics’ new Virality metric?

Ubermetrics’ Virality metric now includes backlinks, comments and engagement data from all major social media platforms:

  • Facebook – Likes and all other Reactions (like ‘Haha’ or ‘Angry’), comments and shares
  • Twitter – Likes, replies and retweets
  • Instagram – Likes and comments
  • YouTube – Comments

Ubermetrics’ Virality metrics also measure Reactions with regards to external content shared on Facebook.

All results can also be sorted by Reactions type, comments or shares. With just a few clicks, you can see which content generated the highest engagement levels or whether content receives negative Reactions (such as Facebook’s “Angry”).

All Virality data points are updated regularly.

Where can I find Virality Signals within the Ubermetrics tool?

Both groups of data – Virality and Virality Signals – are merged and presented as one figure within the Ubermetrics tool.

You will find this number wherever our Virality data was previously displayed: Right next to individual mentions, within the analysis tab for viral mentions, in the author and source analysis tabs as well as in reports and dashboards.

For which types of mentions do I get Virality Signals data?

Virality Signals are collected for all Facebook, Twitter, Instagram and Youtube mentions as well as for a growing set of media sources (news, blogs and others).

Which impact does Virality Signals data have on reporting?

Reports will not change – the structure of reports remains the same. But, Virality values in your reports will now be higher due to the additional engagement data from social media platforms.

If you have any questions, please reach out to the Ubermetrics customer service team.

Do I have to adjust my dashboards to cater for Virality Signals?

Your dashboard will stay as is – the new Virality Signals data points are added automatically.

Is Virality Signals data included within my exports?

You are free to export any of the new data points for further external analyses.

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You can find more information about our new virality metric here.

Product Manager