A famous man once said: “When you’re finished changing, you’re finished” (10 points to whoever can tell us this quote without resorting to Google). Now, although we don’t plan on making major changes to the Unmetric Score any time soon, it is necessary to revisit it every now and then to ensure that it remains relevant in the constantly evolving social media landscape.
The Unmetric Score is a sector based weighted index, normalized to 100 that combines various qualitative and quantitative factors. What this means in non-geek speak is that the maximum score any brand can achieve is 100 and all other brands are ranked relative to the top performing brand in their sector. This means that a brand that achieved a score of 40 has done roughly half as well as a brand that achieved a score of 80.
Previously, the top performing brand in the sector was given a score of 100, to which all other brands were compared. However, we felt that this suggested that whichever brand achieved 100 was doing a perfect job in every aspect of their social media – and perfection is a goal that is always one step ahead.
Our tweak now assumes that true social media perfection is a brand that is the leader for every one of our 24 metrics and brands are now ranked relative to this. No weightages or metrics have been changed, only the concept of perfection. What this has done is lower the scores of every brand across the board and made it much more difficult to score close to 100. The tweak has also been retro-actively applied to all previous months so if you noticed that your score has suddenly dropped, don’t worry!
The Unmetric Score is a fantastic way to get a quick snapshot of how a brand is performing on social media and see how it ranks within the sector and direct competitors.
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