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Traditional Media

Advertising Value Equivalency (AVE)
AVEs are calculated by measuring the column inches (in the case of print), or seconds (in the case of broadcast media) and multiplying these figures by the respective medium's advertising rates (per inch or per second). The resulting number is what it would have cost to place an advertisement of that size in that medium. By assessing all of your media coverage in this way, and aggregating all such calculations, you can assign an overall AVE to your coverage within a certain time period. (IPR)

Opportunity to See/Impressions (OTS) 
OTS/Impressions are "the number of people who might have had the opportunity to be exposed to a story that has appeared in the media;Impressions are also known as 'opportunity to see' (OTS)" . Impressions are indicative of the opportunity to see (OTS). Consider OTS as an alternative nomenclature to better clarify what impressions really means - [the] potential to see/read. (IPR)

PR Value (PRV)
A multiplier applied to the AVE - frequently in the range of 3 to 5 - to allow for the integrity factor of news copy over advertising.

New Media


Page Performance Index
The Page Performance Index (PPI) is a combination of engagement and growth. It combines both figures to provide an estimate value for a pages success and is based on the average growth and engagement values of all pages in our index. The PPI will be set to 100%, if a page is part of the top 10%, so 90% of the pages we are monitoring have less engagement and growth. Afterwards the engagement and growth are multiplied, the square root is extracted and the values scaled to 100 to present the top end.

Engagement Rate
The Engagement shows an average amount of how often a fan interacts with the posts of a page. It is calculated by dividing the daily amount of likes, comments and shares by the number of fans. If you are looking at a longer period of time it takes the average of the daily Engagement rates. That means, in a defined period each fan interacted X times with the posts of the page.
Engagement value = Interactions/Fans

Post Interaction Rate
The post interaction shows how active the fans engage with a post of a page. It shows the average amount of all interactions (likes, shares, comments) for each fan per post. As opposed to the Engagement Rate, the Post Interaction ignores days without any posts.
Post Interaction = sum all interactions by fans for every post/number of posts

Total Interactions
Total Interactions = Total Reactions + Comments + Shares

Reach is the number of fans who have seen a post of a fanpage. A distinction is made between "paid" (advertising), "organic" (normal publishing on the fanpage) and "viral" (user mention or link a post or the fanpage in a separate post).

Number of fans
Total number of fans from a specific page


Page Performance Index
The PPI (Profile Performance Index) of Twitter is calculated the same way as it's Facebook-counterpart. But with Twitter we not only use Engagement and Growth, but also Followers and Follwers/Friends-ratio. We then compare these values with the average of all Twitter profiles, multiply them and extract the square root.

Twitter engagement is calculated by dividing the total number of interactions by users on one day by the number of followers. That includes retweets and favorites. The engagement thus shows, how many follower interacted with the tweets of a profile. The objective should be to increase this KPI. The higher the engagement with the content of any profile, the higher its reach.

Tweets per Day
Tweets per Day is a very self-explanatory KPI and seems rather unimportant at first glance. But when you look at this KPI in combination with other KPIs, it becomes very important. For example: If your engagement rate is very high, posting more tweets per day is worth the work - there's a definite potential. More tweets can increase engagement, seed more content and positively impact overall performance of a profile.

Tweet Interaction
Number of reactions divided by the tweets and divided by the fans. An user with 200 followers gets a total of 30 responses to its 10 tweets, then the interaction is 1.5% (30/10/200 = 0.015 = 1.5%).