It’s no secret that Stuff leads the Herald in terms of the number of pageviews, audience reach and unique user base it attracts on a monthly basis, but this is by no means the only metric that advertisers are interested in tracking. Engagement stats, particularly through social media, are becoming increasingly important in terms of determining the value of a placing an ad on a digital media property. So, in order to gauge the effectiveness of both publications in terms of engagement, Frank Feinstein, director at Feinstein Doaks, surveyed 2.5 million Facebook interactions on the flagship Facebook pages of both the Herald and Stuff.
Around two years ago, Nielsen, along with the three stakeholder groups in the Print Media Industry Research Review Group—magazines, newspapers and media agencies—were talking up the ‘Rolls Royce of measurement systems’. International guest Gary Yeo was too, saying its Consumer & Media Insights system was one of the best in the world. And now Nielsen has added a few new bells and whistles to give advertisers and media owners, as its tagline terms it, “an uncommon sense of the consumer”.
There is little value in reminding agency folk that magazines are well targeted and engaging, says MPA’s commercial director Katrina Horton, as a recent survey shows everyone’s pretty much in agreement there. But there is value in talking about why magazines are well targeted, how readers are engaged and what this means for advertisers.
According to marketing nerds, content isn’t king, engagement is. And much of the engagement between brands and consumers is taking place on Facebook these days. So, Socialbakers, a global social media and digital analytics company, has come up with a formula, crunched a few numbers and compiled a list of New Zealand’s top ten Facebook pages by size and engagement, although a few big names are missing.
You may be an official or unofficial ‘brand ambassador’ for all things social media in your organisation. Maybe it’s even in your job title. But how do you formalise social media within the company without it becoming oxymoronic? And how do you get more people involved?