Brand Vitality Score Calculation for Social Media
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Solution Overview
Problem
Existing metrics for measuring marketing impact in online communications, such as Earned Media Value (EMV), are flawed and do not accurately reflect the actual value of social media posts, as they fail to consider sentiment, brand association, and target audience reach, leading to misleading results and high costs due to the need for extensive consumer research.
Innovation Solution
A computing-device implemented method to determine a brand vitality (VIT) score for social media content by combining visibility, engagement, and trust attributes, which measures raw views, interest generated, and brand association, providing a cost-effective and automated assessment of marketing campaign effectiveness.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If existing metrics such as Earned Media Value (EMV) are used to measure marketing impact, then marketing efforts can be quantified, but the metrics are flawed and do not accurately reflect actual value due to failing to consider sentiment, brand association, and target audience reach
Solution Approach 1:
The patent segments the measurement of brand vitality into three distinct attribute categories: visibility attributes (measuring post visibility to users), engagement attributes (measuring user engagement with the post), and trust attributes (measuring brand association). This segmentation allows each aspect to be measured independently and then combined into a comprehensive VIT score, resolving the contradiction by providing both precise individual measurements and reliable overall assessment.
Solution Approach 2:
The patent creates a composite metric (VIT score) that combines multiple different attributes (visibility, engagement, and trust attributes) into a single comprehensive measure of brand vitality. This composite approach resolves the contradiction by integrating multiple measurement dimensions to achieve both precision in individual attribute measurement and reliability in the overall brand value assessment.
2Measurement precision
If extensive consumer research is conducted to measure marketing impact accurately, then measurement precision improves, but costs increase due to the extensive research required
Solution Approach 1:
The patent enables the measurement system to self-service by automatically collecting and processing data from social media channels directly. The system identifies visibility, engagement, and trust attributes from social media posts and automatically generates VIT scores without requiring extensive manual consumer research, thus achieving high measurement precision at low cost.
Solution Approach 2:
The patent replaces the mechanical system of extensive manual consumer research with an automated computational system that processes social media data. This substitution uses algorithms to identify and measure brand vitality attributes automatically, resolving the contradiction by providing accurate brand value assessment without the high costs associated with traditional extensive consumer research.
3Ease of operation
If automated assessment methods are used to reduce costs, then ease of operation improves, but measurement precision may deteriorate due to simplified methodologies
Solution Approach 1:
The patent maintains measurement precision in automated assessment by segmenting the evaluation into three distinct attribute categories (visibility, engagement, trust) that are measured independently through specific automated processes. Each category uses targeted data collection and analysis methods, ensuring precise measurement while maintaining ease of operation through automation.
Solution Approach 2:
The patent combines multiple automated measurement processes into a composite VIT score that maintains high measurement precision. By integrating results from visibility attribute measurement, engagement attribute measurement, and trust attribute measurement, the system achieves accurate brand vitality assessment through automated means without sacrificing precision.
Data Source
AI summary
Systems and computer-implemented methods provided herein determine a metric for brand vitality (VIT) for social media content. VIT is a unique score for each post of social media content that acts as a proxy for impact on consumers. By avoiding the need to conduct costly consumer research for each brand or marketing campaign on social media, the determination of VIT provides a cost-effective and automated yet still meaningful assessment of the reach and exposure of the brand or marketing campaign. Importantly, the determination of VIT is scalable in a way that polling and consumer research is not.