TIE scores are calculated by taking into account a producer's immediate audience and his/her viral audience. For example, a TIE score relating to a Twitter post on a particular topic includes the follower count of the original person who tweeted, but also includes the sum of the followers of those who retweeted the post on the particular topic. TIE scores also take time period into account when generating results.
The tool provides Beyond with a mechanism for helping clients better understand influence, and also allows the agency to fine tune engagement strategy when working on behalf of clients and focus on individuals in the social media realm who are truly influential around a particular topic at hand.
“It's helping to optimize the way we drive influence on behalf of clients,” said David Hargreaves, CEO at Beyond.
As opposed to applications that generate results based simply off of key words, Hargreaves explained that having analysts involved in the TIE score process is important because human influence can be used to bring context to the situation at hand.
“We believe it's much more about using analysts to create the TIE score and develop insight,” Hargreaves said.
The tool will be utilized depending on the needs of each client. The agency feels it will prove particularly useful when clients express interest in understanding influence, or when scores can be used to drive strategy and determine ways to more effectively carry out a campaign.
Beyond oficially released the tool yesterday, but piloted and refined it for two months prior.