The Social Brand Pillars represent the most important aspects of a Social Brand.

Based on years of research, analysis and practical experience, as well as data analysis conducted through the Track Social system on millions of cells of data from social media platforms, the Pillars provide a concrete basis for assessing performance, monitoring and competitive discovery. The Pillars provide quantitative measurement of the universal, social aspects of a business' Social Brand. These are the things that go to the very core of what Social Media is about, and the things that are most critical to achieving ongoing success.

Presence

The existence, completeness and activity levels of a Brand's Social Media accounts. Contributing elements are 1. Having accounts/pages on the major Platforms, 2. The completeness of those accounts/pages in terms of information, design elements and structural integrity, and 3. Initiating interactions via Posts and Tweets on Facebook and Twitter.

In other words, are you set up
properly and are you active?

Audience

Total number of ongoing Relationships a Brand has formed through the primary liking/following mechanisms.

Is there an audience
for your efforts?

Engagement

Degree of responsiveness of the audience to Brand initiated interactions. It is a measure of the quality of the Brand’s Social Media interactions, and directly affects the visibility of the Brand's activity on the platforms using their visibility algorithms (such as Edgerank on Facebook).

When you post or tweet something, do people respond?

Buzz

The aggregate quantity of conversation about a Brand across social platforms. This incorporates conversations with a brand, as captured by Engagement, as well as consumer discussion directed at or about a Brand, such as wall posts on Facebook or mentions on Twitter.

Is your business notorious or unknown?