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Socialitics 101

It’s not enough these days to simply count the number of Twitter followers or Facebook friends you have. Most people who use a social network have at some point connected with someone else once, and then never visited their Facebook page or paid attention to their Twitter posts again. Lots of people may hundreds, if not thousands, of connections on a social network. But does quantity trump quality?

The answer is no. There is a growing body of anecdotal evidence showing that true social mavens are not those with massive networks, but are instead the folks who actively produce great content that is forwarded and reposted via their connections (and their connections) across other networks. S/he may not have thousands of followers, but it doesn’t matter. A person in this position is eventually seen as a digital sage. Posts and updates will spread virally throughout global social networks even if 10,000 people aren’t connected to him/her.

At MyDigiMediaGroup, we define socialitics as the the act of analyzing a person’s or message’s scope throughout social networks, in an attempt to discover its true reach and impact. To be sure, many people use the term “engagement” to describe in general how engaged your site’s visitors are with your content. (Are they clicking on your links? Are they staying on your site to read?). Socialitics is instead a measurement of what’s happening throughout the vast number of social networks on the web.

What is your company website/ mobile tool’s socialitics?
It’s important to monitor traffic, to determine how and where visitors are finding your content, how much time they spend with it, and what they’re clicking on. You advertisers (or funders/ investors) will want this data - and you’ll need to know about how you fare within your own competitive landscape.

But standard analytic tools, such as Omniture SiteCatalyst, Tacoda and Google Analytics, aren’t able to capture data on the discussion about your site (or you, personally), references to content that’s been posted or even instances of your content that has been reposted elsewhere.

What’s your personal social network’s socialitic score?
Let’s say that you now have 27,000 Twitter followers and that you typically post 20 tweets on an average day. Doing simple math, that means your message is heard 540,000 times every single day - and that would just be within your own personal network.

The problem is that the numbers don’t really add up quite so nicely. While there is no concrete, official data released from any of the social networks, those who study them agree that only 20-40% of uses participate - that means post and read posts - with any regularity.

A recent study by Bernardo Huberman, Daniel Romero and Fang Wu, researchers at Hewlett-Packard’s Social Computing Lab, looked at 309,740 Twitter users who had an average of 255 posts (in total), 85 followers and followed 80 other users. Of the 309,740 users, 32% posted only one time and then didn’t use the service again.

Rather than counting friends or followers, a more accurate representation of reach is to follow reposts, retweets and mentions of your content across other social networks.

Your socialitic score, therefore, measures how effective you are at contributing to conversations and compelled others to share your wisdom/ questions/ content.

We have just createad a new tipsheet to help you determine how powerful you/ your message/ your company is online. We offer a checklist and lots of websites to get you started. Download the tipsheet here.


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