Social Reach Analytics Calculations

When viewing the analytics for your events you’ll notice that in addition to the number of social shares there are numbers for social impressions. Impressions are the number of people that were shown the image and/or message through indirect interaction. This would be Facebook, Twitter or Instagram displaying it to them in their personal feed. This is a theoretic number that Mobibooth Cloud™ calculates based on some pretty precise assumptions.

How are email and text impressions calculated? #

The assumption that guests have emailed or texted the media file to their device or inbox for the reason of sharing (in addition to saving). Based on this assumption we use a couple calculations to create an assumed number of impressions.

All of our calculations are based on the following numbers from January 2017. The US Population 323.1 million V2015 (22.9% under 18, 14.9% 65+) of which 207.4M (64.2%) are our demographic.

Facebook Share Probability #

As of late 2016 numbers show that 175.9 million US users between the ages of 18 and 64 (84.8%) use Facebook making this our share probability factor.

Facebook shares likely = shares * 0.848.

We then plug that into our impressions calculation for Facebook (below).

Facebook Impressions Calculation #

When a user posts to Facebook Mobibooth Cloud™ uses the number of friends the user has. If this is not available we use the value of 338 (the average number of friends per users). Research has shown that roughly 30% of a user’s friends see their posts regularly. Using this number we multiply the number of friends with 0.3 and that gives us our impressions.

Example: a user with 100 friends would yield a net of 30 Facebook impressions to our total.

Instagram Share Probability #

As of late 2016 numbers show that 69.5 million US users between the ages of 18 and 64 (21.5%) use Instagram making this our share probability factor.

Instagram shares likely = shares * 0.215.

We then plug that into our impressions calculation for Instagram (below).

Instagram Impressions Calculation #

When a user posts to Instagram Mobibooth Cloud™ uses the number of 150 (the average number of followers per users). Research has shown that roughly 30% of a user’s followers see their posts regularly. Using this number we multiply the number of followers with 0.3 and that gives us our impressions.

Example: a user that shares to Instagram results in a net of 45 impressions.

Twitter Share Probability #

As of late 2016 numbers show that 67 million US users between the ages of 18 and 64 (20.7%) use Twitter making this our probability factor.

Twitter shares likely = shares * 0.207.

We then plug this into our impressions calculation for Twitter (below).

Twitter Impressions Calculation #

When a user posts to Twitter Mobibooth Cloud™ uses the number of followers the user has. If this is not available we use the value of 208 (the average number of followers per users). Research has shown that roughly 30% of a user’s followers see their posts regularly. Using this number we multiply the number of followers with 0.3 and that gives us our impressions.

Example: a user with 100 followers would yield a net of 30 Twitter impressions to our total.

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