Nielsen Launches Enhanced Social Content Ratings Capabilities

Since its inception Nielsen Social has been focused on measuring social media activity and the important role it plays in ascertaining the strength of crossplatform marketing initiatives amp160As we now know not all social activity is the same amp160There are different levels of engagement across platforms interfaces and even the level of influence a celebrity or consumer commandsamp160 Nielsen39s new service enhancement can pinpoint engagement within the social conversation about TV for bothamp9679 Owned activity or the buzz generated by official accounts associated with a program or networkamp9679 Organic activity or the buzz originated by the general viewing audienceNielsen found that for a week in March across all program types and series genres 64 of programrelated Twitter engagement was driven by organic content compared to 36 driven by owned tweets amp160The percentages varied by program and genre with sports tending to have a higher share of organic engagement compared to seriesWhy is this important amp160quotWe know that large social fanbases for OWN shows like Greenleaf and Queen Sugar help drive their success With these advanced analytics we can now optimize the content distributed on our social platforms and identify our most engaging content and handles as well as key audience influencersquot said Harriet Seitler Chief Marketing Officer and Executive Vice President OWN Oprah Winfrey NetworkNielsen Social tracks over 50000 unique program network cast team and athlete social accounts around the clock with the ability to access fullfidelity APIs from Twitter amp160Currently it is the only measurement provider with direct access to aggregate anonymous programrelated Facebook topic data to measure total social TV activity across social networks The enhancement is available in Australia Italy Mexico and the USquotNetworks and advertisers need to understand how social content is resonating with their audiences and whether owned strategies are driving impactquot said Johann Dudley Senior Vice President Product Leadership Nielsen Social amp160quotIndepth analysis of owned and organic activity now available within Social Content Ratings elevates these performance measures while also quantifying how Twitter content from owned program handles talent accounts and influential audience members builds program buzz during program airtime and beyondquotFor marketers who want to maximize the impact and value of their crossplatform marketing campaigns the ability to parse owned versus organic engagement activity is a vital tool for successClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Nielsen Launches Enhanced Social Content Ratings Capabilities

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Charlene Weisler

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Nielsen Launches Enhanced Social Content Ratings Capabilities

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Charlene Weisler

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