Mediabrands launches programmatic social media ROI platform

IPG Mediabrands has announced the launch of Performly, a new platform that allows marketers to programmatically measure their return on investment in social media.

Performly uses new software to value a brand’s social media activities by examining all brand-sponsored Facebook and Twitter activity. It measures the earned media inspired by the activity, calculates the value of that earned media against both the client’s paid media pricing as well as industry benchmarks, and aggregates the overall value into a currency dashboard.

Features include a daily dashboard that shows aggregated earned media value by page, by country or by region; comparison of paid to organic activity; month-by-month trending of earned media value; engagement vs. acquisition vs. exposure figures; growth and abandonment rates against benchmarks.

In addition to the dashboard, Mediabrands’ social teams will provide both monthly management reporting and counsel around paid social and content optimisation as part of a Performly subscription.

“For years, marketers have questioned the financial impact of their social efforts, and management teams have struggled to prove the true value of a ‘like’ or a ‘re-tweet’,” said Eric Weaver, chief social officer for Mediabrands’ G14 cluster.

“Finally, our clients can tell their management teams the real financial impact of their social media programmes. This is becoming increasingly important as content proliferates and organic reach continues to drop, giving marketers an even greater need to prove which content and approach really works.”