Most brands today define the effectiveness of their social media programs using measures of popularity – likes, comments, shares, retweets, etc. While popularity is an important measure, it’s not an indication of how well social media drives brand equity. That’s why Brand Chorus, the social business intelligence practice of brand consultancy, TippingGardner, has launched StoryScoreTM(http://www.storyscore.com) a new tool to measure how well a brand’s social media narrative aligns with their broader brand strategy.
“Brand strategy is not a popularity contest,” says Martyn Tipping, CEO, Brand Chorus. “Piano-playing cats and questions like ‘what’s your favorite movie?’ boost engagement scores, but do nothing to build brand equity. By focusing on short-term, one-off hits, brands are missing the opportunity to drive their brand story and create a compelling narrative on social media.”