KPIs: Measure the success of your
PR and communication strategy

Key figures in our media analyses

f you want to know whether your communication strategy is successful, there is one thing you cannot avoid: key figures. It is you who prove the value of your PR work and form the basis of every professional social media monitoring and media analysis. That's why we have compiled the most relevant analysis indicators, social media KPIs, for you.

Describes the number of articles that mention the object of investigation in the period under consideration and the media set.

The AVE quantifies the equivalent in euros that would have had to be used instead of an editorial article for an advertisement. For print articles, the AVE is usually calculated from the advertisement price and the article area in cm². For online articles, it is calculated using the factors visits and thousand contact price (CPM) for a full banner (468*60 pixels). For RTV contributions, the key figure is determined via the second advertising price depending on the broadcast date (time/weekday). Weighting of the AVE on the basis of content analysis criteria is possible by arrangement.

The amount of contributions on the Social Web. Not to be confused with buzzwords, which are intended to generate a particularly high level of attention or special attention (keywords).

This key figure shows how many articles in relation to the overall reporting can be traced back to the media activities (press releases, events, interviews, guest articles, etc.) of the company surveyed. A high initiative quotient speaks for successful media work.

Quotient of user interaction and reach of the company's own social media channel - How well has it been possible to mobilize one's own community for active participation?

The acceptance level of the reporting is calculated from the average media acceptance (also: tonality or sentiment). Each contribution is evaluated in advance on a scale of 3 or 5 according to agreement.

Media Impact refers to traditional media and describes the relevance of a medium. The Media Impact is calculated from factors such as media type, circulation and distribution. The various media types are related to each other and the individual media within a media type are related to each other.

Our Media Reputation Score consolidates the presence of key figures and media acceptance in the areas relevant to a company's reputation. These "reputation dimensions" are scientifically proven and can be weighted according to individual specifications and objectives. The overall score and the partial scores provide an effective control tool for media work in longer-term analysis projects.

Refers to the relationship between positive and negative opinions and/or reviews on the Social Web - To what extent are products recommended or rated negatively?

In the case of print media, the printed circulation indicates the number of copies produced. The circulation, on the other hand, refers to the number of copies circulated. In addition to retail sales and subscriptions, this includes copies distributed free of charge. By default, we use the distributed circulation as the reach indicator for print media.

Quoted value to calculate an approximate value to the advertising value of a social media post - How much money was saved by the social media appearance? The social media counterpart to the classic advertising equivalent value.

Tonality of the contributions - What mood is emerging in the media and/or on the Social Web?

Distribution of the buzz (amount of contributions) among the various social media channels.

Percentage of mentions of your company, brand or product compared to the competition. This serves as a yardstick for your brand presence and provides information on how strongly you dominate the conversation in your industry. In benchmark analyses, the Share of Voice (also: Share of Discussion) is calculated from the proportionate reporting of a company in relation to the industry average.

Evaluates the influence of opinion leaders based on their degree of networking.

One of the most important success metrics in social media marketing and especially in influencer marketing. In times of purchased followers, fake accounts and bots, the success of social media campaigns and the influence of influencers can only be measured in relation to interactions, such as likes, comments, replies, in relation to audience.

Describes the potential reach of a contribution, such as followers, fans or subscribers.


In print media, the strategic reach indicates how many readers are actually reached by a medium: Here it is assumed that a print copy is usually read by several people. Online media are based on visits, which are, however, converted from monthly to daily values.

The virality score is calculated by dividing the potential range of shares and retweets by the initial range. If a contribution or topic is viral, the score is used for measurability and comparability in comparison to other Owned Media contributions.

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