Social View-Through

  |  May 24, 2012   |  Comments

What would you call the social media equivalent of a view-through?

It was a simple enough tweet. It was one of those idle questions that didn't even deserve the average 2.8 hour half-life of a tweet.

"What do you call the social media equivalent of a view-through?" I opined. "Anybody?"

While I was not flooded with responses, what I received kept me thinking well past that 2.8 hour mark. Why? Because I am infatuated with the names of things. I want things to be named as clearly as possible to communicate their meaning as readily as possible and I got stuck on this one.

A "view-through" is not a simple concept to start with. It's the recorded visit to your web property after having previously seen an ad but not necessarily having clicked on it. That's a lot to unpack but basically it's the proof that your ads have an impact via branding, which led to awareness that generated interest that resulted in a visit to the website that Jack built.

So I thought it would be valuable to identify that concept in the sociosphere. I saw a tweet or read a review or witnessed a status update that piqued my interest…later.

So what to call it? Suggestions included:

Awareness impression
Delayed/postponed chat session
Hypothetical ad impression
Interaction effects
Post throughs
SM throughs
Social exposure
Social placement
Social velocity

A view-through is recorded by capturing the exposure to an ad via a (usually) third-party cookie. A social view-through ("peer group pressure"?) is not so easy to detect.

To those who said, "Hey, a view-through is a view-through. Why make it more complicated than necessary?" I say, "Because it's very different and important to separate out the paid-throughs from the earned-throughs."

Wait…did I just say "earned-throughs"? [Shudder] [Sigh]

Falling back to my outreach project, I think my favorite offer was "nibble." The closest to the truth? "specious attribution model."

Many thanks to:

William J Brown (@realBillBrown)
Sean Carlos
Ernst Hiemstra (@ernst_hiemstra)
Michele Kiss (@MicheleJKiss)
Keith MacD (@keithmacd)
Bob Mitchell (@boboram)
Craig Sullivan (@OptimiseOrDie)

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Jim Sterne

Jim Sterne is an international consultant who focuses on measuring the value of the Web as a medium for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, is the founding president and current chairman of the Digital Analytics Association and produces the eMetrics Summit and the Media Analytics Summit.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs