It seems every measurement tool has its own definition of a ‘Social Impression’, but that definition always takes the theoretical maximum number of views based on the number of followers each participant has. Unfortunately, the metric is disingenuous at best. The likelihood that every follower was online, saw, engaged, recorded, took note and let their eyes fall over that specific interaction is unlikely (if not impossible).
I’d encourage brands to worry less about the media coverage and dig into metrics that, while may seemingly result in smaller numbers, account for true engagement and real interactions including response rates, shares and re-tweets.
by Andy White