Media monitoring glossary
Definitions and indicators used in media analytics
Adaptation of users of the target group on the selected site in relation to matching users of the target group in the population of Internet users.
Advertising Value Equivalent (AVE)
Indicator expressing a monetary amount that should be allocated to the publication of a given media message if it was an advertisement. In case of press and portals based on advertising pricing. For social media, estimated on the basis of the CPC value (cost per click of the advertisement).
A website created by a single person (or group of people), regularly updated with new publications and chronologically ordered.
Distribution/number/volume of a publication
The number of materials that were published in the media covered by the research, on a given topic in a given period.
Google Trends - searches
A platform for tracking the dynamics of queries in Google search engine. The numbers show how often the password was searched in relation to the highest point of the chart at a given time and region. The value 100 means the highest popularity of the password. A value of 50 means that the popularity of the password was half the biggest. However, 0 indicates that the popularity of the password was less than 1% of the highest value.
Independent assessment of the image of the company/organization/brand. It aims to show how the evaluated entity is perceived by the selected target group and the level of compliance of the actual state with the assumptions adopted earlier. It indicates which areas of activity are a weakness and need improvement or change and which are its strengths.
A user of the network that maintains an account on the selected social network (Facebook, Instagram, YouTube, Twitter, blog, etc) with a group of fans who keep track of his/her new posts. Instagramer is an influencer publishing on Instagram (site with photos and short videos), vloger publishes on YouTube or Vimeo (service with short and long videos).
An informative website, in which content is placed by the editorial staff.
Media noise, the number of entries and their variability due to specific events.
Message board (forum)
An internet service that mainly serves to conduct discussions.
Internet service where it is possible to place short text messages (140 or 160 characters). Twitter tested increasing the length of messages from 140 to 280 characters in September 2017. In November 2017, this change officially entered into force around the world except for China, Japan and South Korea.
Non Sentiment Score (NSS) Index
Difference between the number of positive and negative publications in relation to all the featured materials. NSS can take values from -1 (materials are 100% negative) to 1 (materials are 100% positive).
Publication, material, post, entry, mention
Text from social media or internet portal.
The estimated reach of publications is an indicator expressing the number of people who could have been in contact with selected publications, estimated on the basis of readership in press titles, GRPS in TV and Radio, monthly number of unique users and pageviews on websites and medium reaches and the intensity of interactions under social media posts.
Social media audit
Initial analysis of the organization in terms of its presence in social media. It involves analyzing content in social media and obtaining answers regarding the perception of the organization, methods of using social media, reaching target groups, achieving image/sales goals and improving communication in this channel.
The type of websites where internet users create and publish content themselves, e.g. Facebook, Instagram, YouTube, Twitter, Google+, Instagram, Pinterest, Vimeo, Disqus, Quora, SlideShare, blogs, forums.
Social network platform
An internet service which most important function is to establish and maintain contacts with other users and to share with them various content, e.g. Facebook, Twitter, Snapchat, Reddit.
Share of Discussion (SoD) Index
The strength of associations with the brands - the relative share of publications about given brands in the context of an online discussion around a selected topic.
Share of Voice (SoV) Index
Percentage of publications about given brands in relation to the sum of materials concerning these brands in a selected comparative aspect.
Tags, markers, labels
The category names used to classify the content of the website. Tagging the elements of the website makes it easy for the user to select only the content that is important for them in a given field.
The most popular authors
A list of authors who published most often in the examined period on a selected topic.
The most popular websites
A list of websites in which the largest number of publications appeared during given time period.
The sentiment of a publication
Percentage of publications classified as negative, positive and neutral. Neutral publications are the ones in which the author describes in a rational way his attitude towards the subject without emotions. Positive and negative publications are mentions that contain emotional feelings, positive or negative.
The type of blog which content covers videos.
A thematic portal often called a vertical or industry/thematic service, in which information is published from one field, e.g. construction, finance, medicine, transport, sport or nature.