Brand barometer: Social media performance of Müller

Social brand tracker

The turmoil at Müller appears to be reflected in its social strategy. On YouTube it remains focused on 'Wünderful Stuff', at odds with its Facebook page. A significantly reduced reach score highlights the need for fresh, engaging content.

Methodology:

The Social Media Reputation (SMR) score provides a benchmark to gauge brands’ respective popularity.

The score is derived by averaging the noise around a brand (‘reach’) with its popularity (‘satisfaction’).

Then the numbers from the last month are compared to the previous three months to apply a topical adjustment (‘recency’).

An algorithm and some more human analysis later produces the SMR score.

To boost accuracy, a representative sample of the automated sentiment data is validated by Yomego’s expert team.

This article was first published on marketingmagazine.co.uk