Have you ever wondered if your fans & followers are engaging more with contents from others?
Wise Score : comparing you to your eyeball competitors
When posting on Facebook or Twitter, you’re in a battle for fan’s eyeballs, thus it’s natural to compare you strictly to brands sharing these eyeballs with you. For instance if your usual Facebook post gets a 1.5% engagement rate, you could wonder if your posts aren’t interesting… or maybe it’s just that you have a passive audience. Benchmarking you only with audience-look-alike brands will give you the right answer.
We defined the WiseScore for Twitter and Facebook (details below) which ranks you among your eyeball competitors.
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How do we define and use look-alike-audience
The Wise Score is based on our ability to identify look-alike audiences. This is a subject we know well since our Data Science team has put a lot of effort during the last 2 years for our content distribution solution.
Here is a bit about how it works. For a Facebook page or a Twitter account, we analyze the characteristics of its audience: demography, location, social behavior, subjects of interest, ways of writing, … From there, we designed an algorithm to aggregate all these information into a distance between accounts: through simulations and machine learning we were able to find the optimal way to aggregate these different features into a distance which measure how close 2 audiences are.
Now for your Facebook Page (or Twitter account), we can look-up the top few hundred Pages (or Twitter accounts) with shortest-distance to yours. For you and you look-alike, we compute the performance of posts (tweets) for the past 3 months and rank you among your audience-look-alike accounts.
Finally when you get a WiseScore of 87, this means your account is better than 87% of accounts targeting the same audience as you do.
What’s in the score
For Facebook we use an aggregation of 3 statistics to compare you against your competitors:
- reach: how good you are at reaching your fans each week (we do normalize for Page size: 10M fan Pages aren’t compared to 1K fan Pages)
- engagement: how engaged your fans are with your content
- click through: how much of your fans you’re able to bring to your site (we use this dimension only for Pages that do try to get clicks)
For Twitter, we use an average of:
- total engagement: how good you are at building engagement in a month (normalized by number of followers)
- engagement per tweet: how engaging is each of your content
Data we’re using
Look-alike audience we’re matching your brand with are brands for which we have precise statistics:
- on Facebook, we’re using our set of several tens of thousands pages private data from all around the world and any industries,
- on Twitter, data are all public and we have been retrieving new accounts from all industries for over 6 months
In other words, we might no have exactly the competitor you have in mind but we do have a large and representative variety.
Hope you’ll like it, do give it a try and leave us comments or questions below if you have any.