The MPA, the magazine media trade association, has introduced a new metric to its Magazine Media 360° Social Media Report to compare magazine brands’ social media performance across Facebook, Instagram, Twitter and Pinterest. The metric, called the Social Media Engagement Factor, found that audiences are more deeply engaged with magazine brands than non-magazine brands on social media.
The metric is designed to measure audience engagement by comparing the number of social actions (likes, comments, favorites, retweets, repins, sharing) to the number of posts on social media by publishers.
Using this methodology, an average Social Media Engagement Factor is developed for each magazine and non-magazine brand across the four social networks, and a median Engagement Factor is reported by network and content category (such as auto, business and politics).
The report includes social-media statistics for about 200 magazine media brands from 36 companies. The top five magazine brands with the most total likes or followers across social networks were National Geographic Magazine, ESPN The Magazine, Vogue, Time and The Economist.
Sara Guaglione. MPA Introduces Social Media Metric to Track Magazine Engagement. MediaPost.