We spend a significant number of brainwaves trying to determine passalong values, or what we call the “multiplicity effect” from social media campaigns.
Recently, we worked with a client on a Facebook ‘skins’ campaign. Below, is some back-of-the-napkin (napskin?) math on how, or at least one way, to measure campaign performance in an environment based on influence not reach.
So, here goes.
If 27M visitors came to Facebook resulting in 262m profile views during the month of August, 2007 (courtesy of the attention-philes at Compete.com), then very (and very) roughly we estimate an average of 10 engagements per profile per month. During the course of the campaign, 190,000 skins were installed; resulting in nearly 2 million branded engagements.
We should also keep in mind that this number is probably low, given that application-users are considerably more active (spending more time and engaging in more activities) than their passive counterparts who do not utilize applications.
In my next post I will make the egregious error of calculating impressions and click-through-rates.
