○ It’s cumbersome to compare the performance of your Social Media Page w.r.t.
individual parameters.
○ Different Platforms have different Basic Parameters e.g. Facebook has both
Reach and Impression while Twitter has only Impression.
● So, experts have made several Composite Parameters: Engagement Ratio, Applause
Rate, etc.
○ Problem with Composite Parameters: At present, there is no hard & fast rule to
make such parameters and so there is no uniformity with these parameters i.e.
with varying Experts (companies or agencies designing the Composite
Parameters), same Composite Parameters may vary in terms of their Basic
Parameters which they are composed of.
○ Also, there is a large number of such parameters (which is even increasing with
days passing by) spread up in the Digital World which brings forth a lot of
confusion and complication e.g. which Composite Parameter is more important
than the other, which one is best suited to represent the performance of your
Page, etc.
○ Existing parameters like Engagement Rate doesn’t show whether the
Engagement is Positive or Negative (shows Only Quantity not Quality). This is
because it is composed of Total Engagement which is the sum of total
comments, likes and shares ignoring the sentiment of comments (whether they
are Positive, Negative or Neutral) and Unlikes. e.g. Suppose Brand A has an
Engagement Ratio of 2.4% and Brand B has 3.8%. As per existing structure, one
can simply conclude that Brand B is performing better than Brand A based on
Quantity of Engagement but we are completely ignoring the Quality of
Engagement (if it is Positive or Negative) which is a misinterpreted analysis.
● Absence of a Universal Parameter which is equally fit for all the platforms.
3.2. Solution we offer:
We have picked all (11 in total) the Basic Parameters that a Social Media Page can have
irregardless of the Platform.
You can put Zero for the parameter which a Platform doesn’t have. Already, described in section
2.5 (Example Calculation of DHS) Table 2.3.
We have also made a few (4 in total) Composite Parameters Net Engagement, Total Awareness,
EAR (Engagement Awareness Ratio), ES (Engagement Score) out of the 11 Basic Parameters.
However, it is not mandatory to consider (or calculate) all these Composite Parameters
individually.
You can directly calculate the ES (Engagement Score) with the help of all Basic Parameters and
then calculate the DHS with this ES. As illustrated in section 2.5 (Example Calculation of DHS).