Brand barometer: Social media performance of Thomas Cook

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