New 'Contagious Index' Scores Social Media Sharing

Publicis-owned marketing and tech agency DigitasLBi has launched a social media competitive monitoring tool called the 'Contagious Index'. The tool identifies which brands have the most appealing social media content on Facebook and Twitter, based solely on consumer-to-consumer data.

Developed alongside Jonah Berger (pictured), author of bestseller 'Contagious: Why Things Catch On', the tool combines DigitasLBi's understanding of content and social-media analytics, with Berger's expertise on what drives word-of-mouth: the result is a propriety metric that the firm says redefines what it means to perform well in the social media space. Not only does the tool measure a brand's ability to produce 'contagious' content, but also its ability to consistently create and distribute shared and engaging social media content, compared to competitors.

The index is powered by data provider Shareablee, with public, content-level data points from both Facebook and Twitter, and delivers a 'Contagious Score' metric that evaluates how well a brand's social media content has resulted in consumer-to-consumer sharing compared to its peer group.

Jill Sherman, SVP, Social Strategy, DigitasLBi, comments: 'Sharing is markedly different from other social media actions such as commenting, liking, or subscribing, not just in the way it impacts perceptions among personal networks, but in the way it impacts algorithms. We now have the ability to assess the value and velocity around consumer-to-consumer sharing and gauge how well content is performing to predict future outcomes'.

Web site: www.digitaslbi.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.