When it comes time to report on your creator marketing initiatives, your Tribe Dynamics account can provide a lot of data about your community and the content being produced about your brand. To help you navigate the ecosystem, think of every number you see as one piece of the puzzle; when evaluated together, our metrics are designed to come together to form a comprehensive picture of your program.
By providing a variety of complementary data points, we hope to empower you to make nuanced and informed decisions about your brand's creator marketing strategy.
Evaluating brand performance
Benchmarking Over Time
Earned Media Value (EMV) measures the collective performance of your brand’s earned media content over time. Your brand’s EMV is the sum of the EMV earned from individual posts that mention your brand in a given time period.
Benchmarking Against Competitors
EMV Share measures your brand's performance relative to the performance of your chosen competitors on the basis of engagement and content volume. Use EMV Share to determine whether your brand outperformed or underperformed your competitive set over a given time period.
Benchmarking Against Industry Standards
The EMV Index measures the earned media performance of the top 100 brands within your industry (e.g., Cosmetics, Haircare, or Skincare). Compare the percentage change in your brand's performance to the average percent change within your EMV Index to determine whether your brand outperformed or underperformed your relevant vertical(s) over a given time period.
Evaluating content performance
Besides EMV, there are a variety of alternative metrics to help measure the performance of your earned media posts. Each of these metrics is meant to help you understand how audiences are engaging with content and report on the impact of your creator community.
Total Engagements
Total Engagements measures the how invested a creators' followers are in content that mentions your brand by totaling the number of likes, comments, and shares per post. This metric is available at the post-level as well as as the aggregate level across your My Community tab, campaigns, and creator profiles.
Engagement Rate
Engagement Rate is a calculation on the number of Total Engagements received on a post divided either by the follower count, or by the total number of views, depending on the social platform. Tribe Dynamics also provides a channel-level Engagement Rate by averaging the Engagement Rate of all content created on a specific social media channel over the last 6 months.
Use the post-level and channel-level Engagement Rate to compare content performance and set expectations on what future results may look like. Tribe Dynamics also color codes Engagement Rates to help you understand what might be considered "good" or a "poor" based on content published by creators with a similar follower count on the relevant social media channel. Read more about this metric here.
Estimated Impressions
Estimated Impressions reports the approximate number of times a piece of content is displayed on a screen for a social media user (viewer). A viewer doesn’t have to engage with the post in order for it to count as an Impression. Based on the engagement metrics and follower count that Tribe Dynamics collects, our machine learning model estimates Impressions for each piece of content that we track. Use this well-established metric to understand the size of the audience your creator community commands.
⚠️ Warning: We cannot calculate Estimated Impressions for Weibo and blog content at this time.
Potential Reach
Potential Reach is measured as a total number of followers accounted for by a set of creators, across all social media channels where they published content about your brand or campaign. For example, the Potential Reach of a given Instagram post is equal to the number of Instagram followers on that creator's account. Similarly, the Potential Reach for a given campaign is equal to the total number of followers represented by all the social media channels that were actively utilized in the campaign.
When reporting, we recommend pairing Potential Reach with a metric like Engagement Rate, which can help you understand the effectiveness of your earned media content relative to the possible audience size.
Evaluating a Creator Community
In addition to the above, our suite of community metrics can help you understand what–and who–is driving your earned media program.
Community Size
Creator count (i.e. community size) measures the total number of unique creators who published content about your brand within a given time period. A growing number of creators signals that your brand is gaining traction and relevance.
Posting Frequency
Posting Frequency is the average number of posts each creator in your community is generating about your brand within a given time period. A high Posting Frequency signals that a brand has a productive community that can help sustain brand relevance by creating content often.
Potency
Creator Potency is the average amount of EMV each creator in your community drove for your brand within a given time period. High Potency signals that a brand has an creator community capable of creating compelling content that their followers want to engage with.
What Next?
Now that you're armed with an understanding of the metrics that your Tribe Dynamics dashboard can provide, let's head to your My Community page to start setting some creator marketing goals.