Account Owned Impressions
The number of times a post or any communication by the brand is viewed by the social accounts following the brand.
Account Owned Impressions = Followers * Number of brand posts
For a data set, Followers = 6.2M for an “xyz” brand, Number of Brand posts = 14
then Account Owned Impressions = Followers * posts = 6.2M * 14 = 86.8 ~ 87M
Account Earned Impressions
The number of social accounts that could potentially see a company or brand's communications from shared posts such as re-posts and retweets, comments, shares, etc. This number is multiplied by a factor that represents a generally accepted virality score to account for other users that might have also seen the message.
If followers < 100,000 factor = 0.15, if followers > 10,000,000 factor = 0.06, else factor = ( 0.06 - 0.15 ) / (10,000,000 – 100,000) * (followers – 100,000) + 0.15
Account Earned Impressions = followers of user1 * factor of user1 + followers of user2 * factor of user2 + so on
Account Owned Likely Impressions
The number of social accounts that could potentially see a company or brand's communications such as posts, comments, shares, etc. by the brand account.
Account Owned Likely Impressions = Followers of the brand * Factor for brand followers
If followers of brand account < 100,000 factor = 0.15, if followers > 10,000,000 factor = 0.06, else factor = ( 0.06 - 0.15 ) / (10,000,000 – 100,000) * (followers – 100,000) + 0.15
Total Account Impressions
The total number of social accounts that could potentially see a company or brand's communications either directly or through messages such as re-posts and re-tweets. This combines Account Owned and Earned Impressions.
Total Account Impressions = Account Owned Impressions + Account Earned Impressions
Estimated Post Reach
The estimated number of users that have seen a post over the lifetime of the post, either directly through followers or through shares and Retweets. It is calculated as the sum of audience size of brand accounts posted from, multiplied by a factor, plus the sum of audience sizes of sharers/Retweeters of brand posts, multiplied by the factor. This is a trend metric, presenting a value by the date of engagement.
Factor represents a generally accepted virality score to account for other users that might have seen the message.
Estimated Reach = Followers of brand account * factor of the brand account + followers of user1 * factor of user1 + followers of user2 * factor of user2
If followers < 100,000 factor = 0.15, if followers > 10,000,000 factor = 0.06, else factor = ( 0.06 - 0.15 ) / (10,000,000 – 100,000) * (followers – 100,000) + 0.15