Social Media Watch – Methodology

Socialnomics

Socialnomics

The article below is a reprint of a recent post on our sister site Tourism 2.0 – a professional networking community for those interested in the impact of social media on global travel, tourism and hospitality. The article summarises the methodology used in our ‘Social Media Watch’ benchmarking research. Although written for the tourism industry, we will be using a similar approach to benchmarking the social media progress being made by companies across a wider range of industries. As usual feedback and comment are welcome.

The Article

A quick follow up to our earlier Social Media Watch (Post 1) article.

Below we summarise the methodology to be used in our ‘Social Media Watch’ series benchmarking the Web 2.0/social media progress being made by DMOs, travel, tourism and hospitality businesses. The first stage of the research, evaluating the social media progress made by National DMOs, is well under way. League tables will be posted on the site very soon. The ‘Social Media Watch’ series will be supported by our use of advanced Social Media Monitoring Tools to identify who is saying what about your tourism brand, where online and the overall sentiments being expressed.

Methodology

The methodology and measurement criteria used in ‘Social Media Watch’ are based on our previous 2008 DMO benchmarking paper updated to include an extended version of the engagement profile framework used in the pioneering EngagementDB study which benchmarked social media channel use and levels/depth of engagement for the World’s top 100 brands.

Based on the above, the two main measurement criteria used in ‘Social Media Watch’ are:

‘Channel Presence’

A list of 29 criteria (covering 15 categories – see below) are used to evaluate ‘Internal’ and ‘External’ use of Web 2.0/social media; in other words, the DMO or tourism/hospitality organisation’s use of 2.0/social media on their own web site and their participation in external social media sites such as facebook, twitter, youtube etc. Based on a simple scoring system of 1 for ‘Yes’ and 0 for ‘No’, and following the EngagementDB study, DMOs/tourism businesses can be classified as follows:

High Channel Presence: DMO or tourism business uses two-thirds or more of the available channels (i.e. 19 or more out of a total of 29 channels)
Medium Channel Presence: DMO/tourism business uses 50 per cent to two-thirds of the channels available
Low Channel Presence: DMO/tourism business uses less than 50 per cent of available channels

‘Depth of Engagement

An engagement score, ranging from 0 to 5, is then allocated to each DMO/tourism business for each social media category as follows: 0-1 low engagement, 2-3 medium engagement, 4-5 high engagement. Given a total of 15 engagement categories (7 ‘Internal’ and 8 ‘External’) the highest possible engagement score is 75 (i.e. a top score of 5 across all 15 categories). Using a similar approach to the above, DMOs/tourism businesses are then classified as follows:

High Engagement: DMOs/tourism businesses with a total engagement score of 50 or more (i.e. two-thirds or more of the total score possible)
Medium Engagement: DMOs/tourism businesses with an engagement score of 50 per cent to two-thirds of the total (i.e. 37 to 49)
Low Engagement: DMOs/tourism businesses with an engagement score of less than 37

The full list of measurement criteria used is shown below:

Internal (use of social media on the organisation’s own web site)

1. UGC (web site encourages User Generated Content)
– Text and Blogs
– Images
– Video
– Wiki
Engagement rating for the above

2. User FOD (web site encourages user/customer feedback or opinion)
– Forum
– Ratings, reviews+feedback
– Online Chat
Engagement rating for the above

3. RIA (web site uses Rich Internet Applications)
– Widgets
– Mashups
– Podcast/ Vodcast
Engagement rating for the above

4. Folksonomies (web site encourages social bookmarking, tagging)
– Social Tagging
– Social Bookmarking
– Tag Cloud
Engagement rating for the above

5. Feeds (web site has in/out RSS feeds to enhance content)
– Content Feeds IN
– Content Feeds OUT
Engagement rating for the above

6. Community (web site has a social networking section)
– Social Network
Engagement rating for the above

7. External Links (web site has clear links to external social media channels used)
– Links to facebook, twitter, youtube, flickr etc
Engagement rating for the above

Overall Channel Score for Internal Use
Total Internal Engagement Score

External (use of external social media channels)

8. Social+Professional Networking Sites
– Facebook
– LinkedIn
Engagement rating for the above

9. Micro-blogging
– Twitter
Engagement rating for the above

10. Multimedia Sharing Sites
– Youtube
– Flickr
Engagement rating for the above

11. Podcasts/Audiocasts
– Itunes
– Apps
Engagement rating for the above

12. Virtual Reality
– Second Life
Engagement rating for the above

13. Blogs and Tripadvisor
– Blogs
– Tripadvisor
Engagement rating for the above

14. Mapping Tools
Google Maps or similar
Engagement rating for the above

15. Location Based Services
4Square/Facebook Places
Engagement rating for the above

Overall Channel Score for External Use
Total External Engagement Score

As usual, we welcome feedback and comment on the above. Results from our National DMO benchmarking research will be posted on the site very soon.

Take care

Jim and Alan

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3 Responses to Social Media Watch – Methodology

  1. Pingback: Congratulations Russia (World Cup 2018) but no Social Media Engagement! « Energise2-0

  2. Pingback: VisitEngland – Top European DMO for Social Media « Energise2-0

  3. Pingback: Top 20 European Football Clubs: Facebook and Twitter League Table |

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