Shares / Retweets

The indicator shows how often social media users share the communicated content with other users. It is a valuable indicator, as sharing often means that the user thinks the content is worth more attention. The indicator also suggests how likely new audiences will see the content.

Determine the indicator's value by using the following methodology:

1) Decide what social media content you want to measure. Are you interested in the shares / retweets of all the posts on all the social media used during your campaign? Or a certain selection only?

2) Count the number of shares / retweets that different communication content generated.

3) To determine the indicator’s value, sum up the number of shares / retweets the different communication content received.

Disaggregate the data by social media channels and other factors relevant to the focus of your social media campaign.

1) If your content were shared, for example, 50 times while its reach was 3,000 users, this would be an entirely different result than if the reach was 50,000 users. Therefore, when reporting the number of shares, always mention the reach.