3 min read
Jerome Maisch - Nov 22, 2013

Reach Redefined: the most valuable marketing metric

Is Reach really the most valuable metric? Well, it depends on how you define it. All social media monitoring tools measure the number of people talking about your brand, but Digimind Social is the first to also measure the number of people listening to this buzz, a  feature we have named Potential Audience. Why is this the most important metric? If you’re a marketer, your main goals are likely to raise brand awareness, generate leads, and foster relationships. As marketing becomes more and more inextricably linked to all things digital, figuring out how to calculate the ROI of social media (often a blackbox for marketers) is becoming more and more important. Digimind has taken a huge leap forward in providing a relevant and accurate measurement of this ROI with our Potential Audience feature.

“All Social Media Monitoring Tools measure the number of people talking about your Brand, but Digimind Social is the first to also measure the number of people listening to this buzz.”

Using Potential Audience, you can see the number of people potentially reached by each and every mention across each and every source. We are not just giving you the reach of a Tweet, Facebook post, or YouTube video. Potential Audience shows you the number of people that could have been reached by a mention in any News source, Blog, Forum, Social Media platform, or the Web in general, allowing you to see which source, anywhere on the web, is having the most impact on your brand.

You’re probably wondering how you can use this feature to impact your business or improve your marketing efforts. Let us show with you with an example. Pretend you’re a Marketing Manager analyzing different smartphone brands and want to see which is having the most impact on the public. You might notice, for example, that the HTC One is generating a lot more mentions than the Lumia 1020, leading you to believe that the HTC One’s brand and marketing campaigns are reaching the most people. 

However, when you do this analysis using Digimind’s Potential Audience feature, you notice that the reality is drastically different. While the HTC One has more total brand mentions, the Lumia 1020 is reaching far more people. 

You can then use Digimind Social to dig a little deeper to see why this is the case. Using our multi-level analysis, you’ll probably notice that most of the HTC One’s mentions were by people on Twitter with a small following, whereas most of the Lumia 1020’s mentions were in major news sources. So it makes sense that the Lumia 1020 is reaching more people. We can surely all agree that a mention of your brand by a person with 100 Twitter followers has much less impact than a mention of your brand on the front page of the New York Times.

If you’re only using a tool that measures volume of buzz, you’ll fail to see which campaigns are really working and which are not. With Potential Audience, you can see the real impact as well as which media channels are driving your online reputation.

This feature also carries over into things like sentiment analysis. Let’s pretend you’re a product manager at Apple and want to know how people are talking about the iPhone 5. If you do this sentiment analysis based on the number mentions, you’ll see that on the whole the sentiment is mostly positive:


But if you do this analysis by Potential Audience, you’ll see that the picture is much grimmer:


...as the negative mentions of your brand reach far more people than the positive ones, telling you that you need to do some crisis management.

How comprehensive is your reach measurement? Are you tired of fighting over how to measure social ROI? Start using a tool that gives you the right metrics. Start with Digimind Social and gain actionable insights today! 

Written by Jerome Maisch

Marketing Manager @digimindci. Passionate about big data & social marketing. Photography, music and hiking lover