How do you measure? With metrics, it’s clear.
This Hour Has 22 Minutes is a staple of Canadian television and culture. Launched in 1993, this 30-minute comedy show airs on CBC Television and distributes selected clips on YouTube.
The organization is using these platforms because they are among the top 10 social media platforms in Canada:
- Facebook #1
- Instagram #4
- Twitter #6
- YouTube #7
(Source: “2018 Social Media Use in Canada”, CanadiansInternet.com, https://canadiansinternet.com/2018-social-media-use-canada/ )
Metrics, by Hootsuite
Here is a list of common social media metrics and their definitions:
a) Clicks: The number of times a user has clicked on a post.
b) CTR: Click-through rate; the number of clicks on a post divided by the number of impressions.
c) Engagement (social interactions) – questions/replies/comments or shares, retweets, reposts, and regrams to name a few:
The number of unique people who have clicked, commented on, favorited, liked, or shared a post.
d) Engagement Rate: The number of engagements divided by the number of impressions.
e) Hashtag Performance: The number of times a hashtag has been used on a platform.
f) Organic Likes: Likes on a Facebook page that are generated from click-throughs from a page that is not a Sponsored post.
g) Paid Likes: Likes on a Facebook page that are generated from click-throughs from Sponsored post.
h) Reach: The number of unique people that have had an impression of a post.
i) Sentiment: The emotion or tone conveyed by a post or comment.
Hootsuite is a social media management tool that could help 22 Minutes track these metrics for Facebook, Instagram, Twitter, and YouTube.
A Reasonable Plan
To determine a reasonable target number for each of these metrics, 22 Minutes would need to monitor the metrics for a set period of time, taking into account factors like social media trends, popular news stories, or changes on the show. Once the organization has a baseline of expectation for each metric, then they could determine a target number to achieve for each metric.
The Competition is Fierce. And South African.
The Daily Show with Trevor Noah is not only the largest competitor for 22 Minutes; it is the largest competitor for many late night cable talk shows for the United States. This includes Full Frontal with Samantha Bee, which airs right before The Daily Show on The Comedy Network in Canada.
The posts on The Daily Show‘s Facebook page have consistent engagement. One recent post on the page is a video of Trevor Noah talking about Jim Acosta at a White House press conference. Though the post does not list the number of impressions, it does state the current number of Views of the video: 264K. The post also has 7.6K Reactions, 545 Comments, and 2,615 Shares.
To calculate the Engagement Rate for this post using video views instead of impressions, take the sum of the number of reactions (7,600 + 545 + 2,615) and divide it by 264,000. This equals an Engagement Rate of 4.1%.
“Definitions for Ad Metrics in Campaign Manager”, LinkedIn. https://www.linkedin.com/help/lms/answer/80921/definitions-for-ad-metrics-in-campaign-manager?lang=en
“All of the Social Media Metrics That Matter”, by Dominique Jackson, Sprout Social. https://sproutsocial.com/insights/social-media-metrics-that-matter/
“Social media metrics: What do they all mean?”, The Social Science. https://thesocialscience.com.au/blog/social-media-metrics/
“19 Social Media Metrics That Really Matter—And How to Track Them”, by Eddie Shleyner, Hootsuite. https://blog.hootsuite.com/social-media-metrics/
“What’s the difference between organic, paid and post reach?”, Facebook Help Center, https://www.facebook.com/help/285625061456389?helpref=uf_permalink.
“How to Use Social Media Sentiment Analysis in Your Listening” by Brittany Berger, Mention, https://mention.com/blog/social-media-sentiment-analysis/.