Today, ShareThis and SMG announced the integration of our Social Quality Index (SQI) into SMG’s comScore’s Media Metrix Interface.
The integration marks a major shift in media buying strategy and publisher evaluation. SQI is a universal measure of social activity on the web. And, for the first time media planners can incorporate a trusted social metric, along with other values such as demographics and size of audience, into their evaluations of publishers to determine media allocations. By optimizing toward high SQI-rated sites, campaigns will reach the most social audiences and generate higher user engagement.
We’ve been thrilled by the media agency endorsement of SQI. SMG’s Lisa Weinstein commented: “We encourage our publisher partners to adopt SQI given its proven merit measuring marketing effectiveness.”
What does this mean for publishers? SQI lets publishers make the most of their social audiences by giving the industry a measure of what content real people like the most. Now, they are better positioned to lobby advertisers for more means of differentiation. Social acts, page views and incremental traffic have become the new monetizable value of an online publication or website. SQI serves as a crafty tool for publishers to distinguish themselves as leaders in shareable content and attractors of high referral traffic which will help raise CPMs.
SQI lets you make the most of your social audiences by giving the industry a measure of what content real people like the most. How? By tapping into the purest expression of interest-based social activity: sharing.
For those of you who like real life scenarios, look to SMG client Wendy’s. When promoting new menu items, the QSR company turned to SMG and ShareThis to identify the sites with the most engaged audiences to run its campaigns. Thanks to SQI, click-through on the campaign increased by 66 percent, newsletter sign-ups by 234 percent and store look-ups by 236 percent.