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Social Media Analytics terms
Listening, sentiment, engagement and what the platforms reveal about their audiences.
Brand health A composite view of how a brand is perceived and performing, combining awareness, sentiment, consideration, and loyalty metrics. Content engagement The volume and rate of likes, comments, shares, and other interactions a piece of content receives relative to its reach. Creator economy The ecosystem of independent content creators who monetize an audience directly through platforms, sponsorships, and subscriptions. Dark social Content sharing that happens through channels analytics tools cannot attribute, such as private messaging apps and copied links. Earned Media Value (EMV) An estimate of what organic social mentions, shares, and coverage would have cost if purchased as paid advertising. Follower growth rate The percentage change in an account's follower count over a period, used to track audience-building momentum on social platforms. Influencer marketing Paying or partnering with individuals who have an engaged social media following to promote a product to their audience. Net sentiment The share of positive mentions minus the share of negative mentions in a set of analyzed text, summarized as one score. Sentiment analysis Using NLP to classify text as positive, negative, or neutral, so large volumes of comments or reviews can be scored automatically. Social listening Continuously tracking social platforms and public online conversations for mentions of a brand, topic, or competitor, then analyzing themes. Viral coefficient The average number of new users each existing user brings in, used to measure whether growth is self-sustaining.