I’m already afraid of how this blog post is going to be indexed by Google Search. Using the word ‘voyeur’ definitely gets one’s attention. In examining the impact of social media, whether it’s blogs, forums, Facebook, etc., the narrow focus of our industry is often on the number of individual authors. Behind this questions is an even better one, “Is this scaleable for my brand?”
At ROF, we use the Voyeurship ratio to show the true impact of the sentiment and opinions of the relatively few social media authors. The Voyeurship ratio looks at the number of voyeurs to a specific site or thread compared to the number of people participating in the discussion. This metric helps smart marketers understand the reach and potential influence that a particular author or forum may have over the populous viewing the content. We have found that the average Voyeurship ratio is increasing to near 60:1, meaning for every healthcare post there are 60 others who view the post without commenting.
Want to learn more about your specific category? E-mail us and we’ll be happy to introduce you to the Voyeurship Ratio for the disease state you compete in and enlighten you on how it compares to other categories.