"What really makes this important in terms of a message is whether or not people are actually sharing that news and passing it around," said Paul M. Rand, president and CEO of Zócalo Group, discussing the width of a brand's performance. "It's not just about the volume of the conversation, it really has to be, 'Are you being talked about and recommended about the things that you really want people to recommend you on?'"
In order to figure out height, depth, and width, the DFI analyzes where and how consumers interact with a brand, which social media channels they use to do so, how well consumers understand the brand message, and tracks progress over time. The analytics measure the impact these social media efforts have on growth of earned conversation and how a brand compares to key competitors using social media.
"The ability to measure this on the social media side and the word-of-mouth side is far more accurate than it was on the PR side," Rand said. "It is beginning to add a whole new depth of knowledge and value to what we are bringing to the communications mix."
Zócalo Group discussed the new measurement tool on its blog and posted the entire white paper online.