Who doesn’t want powerful tools, the likes that made comScore, Inc. (NASDAQ: SCOR, a leader in measuring the digital world? Now public relations professionals, marketers, brand managers, and not only, have access to a new social media platform, called Social Essentials™. comScore has launched the platform globally today, to enable business owners quantify social media brand impressions and incorporate them into a measurement of the marketing mix.
The new measurement platform provides data that helps brands evaluate their audiences across social media channels and how their behaviors may be affected by brand exposure and brand affinity. The platform can differentiate between paid, earned and owned social media brand impressions, giving business owners a more clear insight on the success of their campaigns, calculate social media reach, frequency and GRPs, and in the end, social media ROI.
In its first phase, Social Essentials will only report and analyze audiences on Facebook. Later on, other social media channels will follow, including Twitter.
Following, comScore Social Essentials insights and capabilities:
- The number of fans and friends of fans reached with paid, earned and owned social media brand impressions along with the total number of brand exposures.
- The ability to compute traditional media planning metrics such as reach, frequency and GRPs for social media brand impressions.
- The demographic composition of fans and friends exposed to social media brand impressions.
- The online behavior and brand engagement of these fan and friend segments.
- Competitive intelligence on other brands’ social media audiences, including demographic and behavioral comparisons and audience overlap.
- The behavioral impact of exposure to social media messages, marketing and advertising campaigns.
comScore Social Essentials is a valuable social media measurement platform, that enables marketers to tie brand exposure within social media channels to engagement with that brand. As a result, brands can gain visibility into the value of users exposed to their messaging, measured by whether they are more likely to visit a branded website or conduct a trademark search, consume digital media content or make online or in-store purchases. If you are interested in the product and want to find more, you can either download the Social Essentials Product Card, or visit the official release page.
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