Indicator’s Wording
Indicator’s Purpose
How to Collect and Analyse the Required Data
Determine the indicator's value by using the following methodology:
1) Decide what social media content you need to measure. Are you interested in the reactions given to all the posts on all the social media used during your campaign? Or a certain selection only?
2) Decide what counts as a ‘reaction’. For example, symbols of likes, love, care, congratulations, etc., are all positive reactions. However, other symbols (e.g. anger and, in some contexts, laughing) are negative reactions that should not be interpreted similarly. If you do not want to exclude negative reactions from your analysis, consider reporting separately on the number of positive and negative reactions.
3) Count the number of reactions that different communication content generated.
4) To determine the indicator’s value, sum up the reactions of the different communication content.
Disaggregate by
Disaggregate the data by social media channels, positive vs. negative reactions, and other factors relevant to the focus of your social media campaign.
Important Comments
1) Receiving, for example, 200 reactions while your reach was 5,000 social media users is something completely different than when your reach was 40,000 users. Therefore, when reporting the number of reactions, also mention the reach.