Services

Unlocking Global Markets with Social Listening

Data-driven Marketing from Insights to Impact

Empowering Brands to Win in E-commerce 

Empowering Brands to Build Private Social Communities

Platform

The Leading Social Intelligence Platform for Marketing Performance

The First Real-time Social Trend Analytics Platform

The Largest Qualified Influencer Intelligence Platform

The Most Comprehensive E-commerce Market Analytics Platform

A Global-leading Platform to Build and Monetize Online Communities

The Pioneering Community-driven Creative Platform for Authentic Advocacy

YouNet Group Launches Three New Metric Groups in Its Social Listening Solution, Enhancing Multidimensional Brand Analysis

Table of Contents

Share This Post

For more than a decade since 2013, YouNet Group has affirmed its position as a pioneer and market leader in Social Listening solutions in Vietnam. Continuing its mission of innovation and analytical excellence, YouNet Group officially introduces three brand-new metric groups, offering businesses a more multidimensional and in-depth perspective in brand management and marketing activities.

Introducing three new metric groups to elevate analytical quality

As industries on social media witness an intense race for discussion volume in marketing activities, brands are continuously setting higher KPIs with each campaign.

This drives agencies and marketers to constantly innovate – creating fresh ideas, content, and formats to attract user engagement. However, a phenomenon of “engagement inflation” has emerged, with the use of tools and fake accounts to artificially generate higher content volume and interactions to meet rising KPIs.

As a result, data noise has become increasingly prevalent, making it difficult for brands to accurately identify genuine, high-quality users. This poses significant challenges in measuring brand health, evaluating campaign effectiveness on social media, and uncovering valuable marketing insights. The inability to distinguish between authentic and inauthentic user behaviors further complicates the process of meaningful analysis and insight generation.

To address these challenges, YouNet Group has researched and officially launched three entirely new metric groups. These metrics enable YouNet Group’s clients to gain a more comprehensive understanding of data, helping them manage brands more effectively and optimize marketing performance.

YNG 06 scaled

1. Qualified User (QU)

A Qualified User (QU) refers to an authentic, high-quality individual user who does not show abnormal activity patterns such as excessively high posting frequency, repetitive or duplicated content, or overly broad posting behavior across social media.

When measuring the Qualified User metric for a campaign, a brand, or an entire industry, the Number of Qualified Users (NOQU) indicates the actual number of genuine, quality individual users who are engaging and participating in discussions related to that campaign or brand.

This means that by measuring the number of high-quality individual users within a campaign, brand, or category, the indicator accurately reflects the level of real engagement and discussion generated from authentic users, not inflated or artificial activity.

Based on this definition, the Ratio of Qualified Users (ROQU) - ranging from 0-100% - represents the proportion of quality users engaging with a campaign, brand, or category within the research period.

Based on this definition, the Ratio of Qualified Users (ROQU) – ranging from 0-100% – represents the proportion of quality users engaging with a campaign, brand, or category within the research period.

2. Content from Qualified Users (CFQU)

After identifying the group of Qualified Users, the next step is to classify and collect the content generated by this group, forming the second new metric – Contents From Qualified Users (CFQU). Defined by YouNet Group, CFQU refers to all discussion content (posts, comments, shares, etc.) created by qualified users.

By analyzing CFQU, brands can determine how much of the total content volume in a campaign comes from authentic, quality users.

When comparing two campaigns, the Ratio of Content From Qualified Users (ROCFQU) – ranging from 0–100% – serves as a benchmark to indicate whether a campaign successfully motivates quality users to generate positive and authentic content about the brand.

Screenshot 2024 11 26 101405

Deep analysis of CFQU enables brands to uncover more accurate and meaningful insights, avoiding distortion from “inflated discussions” or unreliable user groups.

3. Social Advocator (SA)

Beyond identifying quality users and their generated content, YouNet Group further refines its analysis by isolating positive discussions related to a brand – introducing a third metric group: Social Advocator (SA).

A Social Advocator is defined as a Qualified User who creates positive, brand-related content. Identifying this group allows brands to determine who their true supporters and advocates are individuals who authentically promote and defend the brand to other users.

YNG 08 scaled

Key metrics related to Social Advocators include:

  • Number of Social Advocators (NOSA): The total number of Social Advocators for a brand, campaign, or category. This shows the number of quality users generating positive, brand-related content.
  • Share of Social Advocator (SOSA): The percentage of a brand’s Social Advocators compared to all Social Advocators in the same industry (including competitors). This helps brands evaluate their influence and competitive standing in cultivating loyal and supportive user communities.
  • Ratio of Social Advocator over Platform (ROSAOP): The percentage of a brand’s Social Advocators compared to the total number of Social Advocators in the industry on a specific social media platform. This metric reflects the brand’s share of voice and influence among active, positive users on that platform.

Example:

If Facebook has 70 million qualified users, and within the infant formula category, there are 1.5 million mothers, with 90% of them using Facebook (equivalent to 1.35 million mothers), and Brand A’s ROSAOP on Facebook = 5%, then:

Brand A accounts for 5% of the 1.35 million new mothers in the infant formula category on Facebook. That means 67,500 mothers (5% x 1.35 million) are creating positive content related to Brand A.

This demonstrates that Brand A has 67,500 genuine, quality advocates on Facebook actively generating positive discussions – a crucial group contributing to brand image building and awareness amplification within the infant formula industry on this platform.

Brands should continuously measure and analyze ROSAOP and the SA group to better understand their impact on communication effectiveness and leverage these insights for brand growth strategies.

Practical Applications and Business Benefits

Organizations implementing YouNet Group’s Social Listening solutions will have these new metrics integrated into their analytical reports and tools upon request, in addition to analytical services related to these metric groups. Furthermore, these metrics will also be applied to two of YouNet Group’s reputable ranking systems, BSI (by Buzzmetrics, focusing on ranking top campaigns, events, celebrities, and shows) and YMI (by YouNet Media, focusing on ranking top brands by industry).

The application of these new metrics helps businesses effectively address the issue of noisy data and difficulties in identifying quality users. Through this, brands can accurately measure brand health, evaluate the effectiveness of social media campaigns, and uncover deeper insights from quality consumers who genuinely care about the brand. This enables businesses to optimize their marketing strategies, make more precise decisions, and achieve desired business results.

Connecting Data to Create Business Impact

With the launch of these three new metric groups and their application in brand measurement, Mr. Nguyễn Anh Hòa, Chairman and Founder of YouNet Group, shared: “The thorough research and introduction of these new metrics demonstrate YouNet Group’s commitment to continuous innovation and to providing advanced data analysis solutions, helping businesses gain a more comprehensive and profound understanding of the market and their target customers.”

YNG 02 scaled

This addition not only enhances analytical capabilities but also supports businesses in shaping more effective marketing strategies. By fully utilizing these new metrics, brands can reach the right audiences, increase quality engagement, and build sustainable relationships with consumers.

In addition, YouNet Group not only provides Social Listening services and platforms but also pioneers in integrating Social Data and E-commerce Data, opening up new opportunities for advanced analysis and market research. This combination helps businesses not only strengthen marketing performance but also drive online sales (e-commerce sales). With modern and integrated research methodologies, YouNet Group is proud to deliver exceptional value and accompany businesses on their journey to conquer the digital commerce market.

About YouNet Group

Founded in 2008, YouNet Group is Vietnam’s leading technology ecosystem in social media listening and analytics solutions. With a diverse ecosystem spanning Social Intelligence, E-commerce Intelligence, Marketing Services, and Software Services, YouNet Group has partnered with more than 500 enterprises to measure and analyze online consumer behavior, supporting their communication, marketing, and business growth activities.

 

Let’s plan for a new project

Meet YouNet Group experienced experts to uncover market insights in your category

In 2023, Vietnam’s sports scene witnessed a remarkable transformation – a university-level football tournament becoming one of the most talked-about

The Marketing Events Awards (MEA) honors the most creative and effective marketing and communication campaigns across the Asia-Pacific region. Organized

Want To Learn More About Our Services?

Solutions that transform data into business advantage.