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The Media Kit: Audience Size and Relative Growth

At the end of last month, we unveiled two of the latest additions to our site: the Fan Insights and Media Kit dashboards. Today, we’d like to give the latter a little extra attention.

The Media Kit kicks off its thorough analysis of a team’s social activity with our Audience Size metric, which lays out the total number of each channel’s followers as well as its calculated growth over the last 30 days. For example, FC Barcelona pumps out updates to fans on six separate outlets. Audience Size allows you to easily see which social channel has the largest following, what areas need improvement and the average daily engagement on each channel. In the case of Barcelona, the team’s Twitter following dwarfs its counterpart on Instagram. However, subscribers on Instagram  increased almost 10 percent over the last month compared to a mere 2.2 percent on Twitter.

Not only do the number crunchers at Blinkfire Analytics do this hard work for you, but we present it in a visual way. Considering how much more engagement Barça’s photos get on Instagram than its tweets (the proof is also in the chart), we know visuals connect more with people.

Speaking of which, the next tool in the Media Kit’s shed is the Relative Growth metric. It really drives home the whole seeing is measuring model we’ve preached from the beginning. Seeing simplicity in numbers makes understanding your team’s social media progress that much easier. Even a social media novice comprehends that the taller the line, the more growth. This metric measures the (hopefully) steady climb of a team’s social channels in the last 30-day period. If the chart below doesn’t prove to you which channel is firing up for the Chicago Bulls, you should get your eyes checked.

A solid 108.5 percent relative growth in Instagram subscribers since October, but only 101.92 percent on Facebook. Numbers like these lead to questions and a discussion on how to approach your social audience and evaluate their (actual) likes and dislikes. We provide these tools to dissect your social inventory and develop a strategy to improve it.

Clearly Instagram dominates the growth game when it comes to social players. Yet, Twitter also took off in the last month for the New England Patriots. Studying both Audience Size and Relative Growth, the Pats upped their Twitter followers by nearly five percent and outpaced their previous period’s growth on Twitter by 10 percent. That increase means something is going very right up in the New England. Using our data, you’ll be able to quickly monitor these spikes and develop content accordingly.

If you claim your team today, things can go very right for you, too. You’ll be able to see exactly where your engagement is concentrated and how well you’ve raked in fans online. Start your free 30-day trial to break down your data and get better acquainted with an audience you need to impress.

Written by Alexis Prousis - November 21, 2014 - 878 Views

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