Dive Brief:

• Canvs, a company that sees itself as a digital focus group, uses API data from Nielsen Social and Twitter TV Ratings and analyzes the data to create an emotional reaction score of its media partners’ content. 
• The measurement includes consumer engagement with content across Facebook, Twitter and YouTube based on 56 attributes as well as four million phrases, according to reporting by Ad Exchanger.
• Turner Broadcasting is one of its partners and it is using the insights provided by Canvs to drive content creation that is more likely to be sharable.

Dive Insight:

Frank Kavilanz, vp of Ignite Social, Turner Broadcasting’s data and social content division, told Ad Exchanger, “You’re able to focus on and promote moments that will invoke a share. Half the battle in media and programming is getting the people to enjoy the content. The other battle is getting them to share. In social, you need both elements.”

Canvs is offering more than just typical social measurement such as like, follower and sentiment metrics. As its Turner partnership indicates, its partners get a constant feedback loop on how social media is reacting to content that can then inform new content creation designed specifically to get social engagement.

“We see tremendous opportunity around qualitative measurement where you not only determine if you’ve reached your target, but what content resonated with them and why?” Jared Feldman, founder and CEO of Canvs, told Ad Exchanger. 

In social media marketing, being able to go beyond metrics such as likes, shares and impressions is something that will resonate with brand marketers. When you are able to measure why somebody liked or shared a post, it helps inform future content as well as improve the user experience through more tailored offerings.