New offering reports on organic and viral performance of Facebook page posts to inform content creation and paid media
SocialCode (http://www.socialcode.com), the leading social marketing solutions provider, today announced the launch of its latest intelligence offering – Message Optics. An extension of SocialCode’s proprietary analytics platform, Message Optics live monitors a brand’s Facebook page and reports on the organic and viral performance of page posts to inform decisions about posting strategy and paid media. SocialCode is currently offering Message Optics as a SaaS (software as a service) tool to its partners.
The analytics tool provides full transparency into social campaigns as it monitors, scores, benchmarks and reports on all page post activity. A user can then easily evaluate which posts achieve the highest engagement rates and are most successful based on campaign goals.
“It is vital for marketers to understand how to increase organic engagement to break through Facebook’s Newsfeed edge rank score and ensure content is seen – on average, we’ve seen that individual organic page posts reach only .3-5 percent of a page’s fan base,” said Laura O’Shaughnessy, CEO of SocialCode. “With the insight gained from Message Optics, marketers can make educated decisions on which posting strategies, including messaging and targeting, to optimize for maximum engagement and amplified reach.”
Message Optics also assists marketers deciding which posts to sponsor, or pay for, to extend Newsfeed reach. The tool uses predictive analytics to recommend which posts to sponsor, based on organic performance, and then reports on the effect spend has on the post’s reach and virality. The offering allows users to create custom tags to track trending activity across all page posts. Executive level reports are included to summarize trend and performance highlights as well as the ROI of paid media spend.
“Message Optics shows brands which posts garner the highest engagement rates and should be promoted, and then informs on just how much earned media is gained”, said O’Shaughnessy. “For example, when we put $1,000 of ad spend on a page post for a brand with one million Facebook fans, the post received five times as many impressions from fans and 40 percent more viral impressions than when not sponsored. Message Optics gives our clients visibility into results like these that uncover opportunities they would not be attuned to otherwise.”
SocialCode is a leading social marketing solutions partner dedicated to driving cross-platform social ROI. Our capabilities are rooted in the advanced research of SocialCode Labs, empowering advertisers with outstanding campaign performance and community insight. Fueled by proprietary technology, SocialCode grows qualified communities, engages those audiences and activates them as customers and brand evangelists for many top national advertisers. SocialCode is a subsidiary of The Washington Post Company.