Today is an exciting day for the team at ShareThis. We’re announcing a new methodology that will change the way web content is valued for the better. This new standard, what we’re referring to as a Social Quality Index (or SQI for short), is the first measure of Web-wide sharing activity that focuses on the social quality of sites, helping publishers evaluate how content is performing, and establishing a benchmark for that performance. For advertisers, this means there is now a way to consider a contents value when buying media across publisher sites.
Were excited about this announcement because we believe that it draws the focus of social media back to where it originated the content that people want to share, and the people who want to share it. Were also excited to have Starcom MediaVest Group collaborating on it with us.
To learn more about the SQI, you can read about it in our press release, or on our website here. Also, weve anticipated that there will be a few questions for our Publisher network, and have provided some of them with answers below.
Thanks for your continued support of ShareThis!
Kristen Fergason, CMO + the ShareThis Team
Why is ShareThis creating a network-wide index?
At ShareThis, we have known for years that the act of sharing content provides powerful insights for both publishers and advertisers. We also have witnessed how content continues to be under-valued as part of the current digital media buying equation. Without a way to benchmark contents value, over-dependence from media buyers on traffic and reach would only continue to grow stronger. We decided that this was a serious challenge for our publisher network, and one worth understanding better. So, we posed the problem to our team of renowned scientists, and they found a solution — an index of social quality, or SQI to keep it simple.
What does this mean for the ShareThis Publisher Network?
Your content has a value, and you should be rewarded for that value. Our goal for the index is to help you drive better business decisions that result in greater returns, via audience engagement and earned media from it, and also advertising spends. As part of the ShareThis Publisher Network, you are better able to gauge how sociable both your content and audience are, and therefore make better decisions that help you achieve your business goals.
How exactly is the index calculated?
The ShareThis standard derives a raw social traffic score by taking a combined measure of a sites outbound share and inbound clickback traffic, and comparing it to total page views. The resulting figure can then be benchmarked against the broader measure of social quality spanning the more than 1 million domains that make up the ShareThis network. This new measurement brings the value of sharing into consideration, adding more dimension to media buying models that rely more heavily on traffic and audience size. The measure:
-Favors rich content and audience interaction over broad reach
-Identifies users with higher purchase intent
-Identifies audiences who are more likely to disseminate content widely
How can I take advantage of the new index?
Publishers already on the ShareThis Network dont need to do anything at this time. In early 2012, more information about your web sites social quality rank and how you can leverage it for your own business decisions around editorial and advertising will be available through your analytics dashboard. We will notify you as soon as it is released.
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