Qualified Metrics: To Eliminate Ambiguity in Social Media Analysis Report Data

This leads marketers to struggle with the question: Which content, format, or tactics will attract users, while overlooking the issue of: 'What is the insight? How can we extract this insight and implement it into relevant activities?'

However, continuing to experiment with different tactics to achieve broader coverage without revisiting the initial insight may not yield the desired results.

1.  New Metrics that are Relevant to the Market Context

Currently, it is not difficult to come across social media campaigns using tactics to steer discussions, increase engagement, or simply boost the 'buzz' for a brand. However, these tactics are gradually becoming saturated, causing not only users to struggle in identifying real people from 'fake' interactions, but also the brands themselves to get lost in this maze. From mini-games with thousands of discussions tagging friends and commenting positively for the brand just to receive rewards, to seeded comments on KOL profiles or comments like '.' to receive inbox messages. Together, these tactics create a context where social media is flooded with discussions not coming from real users, or discussions that do not provide valuable insights or analysis for the brand.

Starting from early 2025, Buzzmetrics has updated its measurement method and launched a set of three new metrics.

a. Qualified Users: 

The metric reflects the amount of quality users participating in discussions about the campaign/ event/KOLs/TV programs.

Quality users are those who do not show any abnormal patterns in content creation frequency or content duplication on social media. This metric will be processed automatically based on algorithms developed by Buzzmetrics. Qualified Users is an improvement of the Audience Score metric from the BSI Top10 Ranking of 2023.

*Audience Score: As the majority of Vietnamese people now have social media accounts, the presence of a large number of newly created accounts participating in brand-related discussions does not reflect the genuine appeal to natural users. This metric is designed to assess the attractiveness of a commercial campaign to natural users, compared to 'fans' who create fake accounts to support a brand or a celebrity.

b. Content from Qualified Users: 

The metric reflects the volume of discussions generated by quality users. Content from Qualified Users is an improvement of the Diversity Score metric. 

*Diversity Score: The metric reflects the level of diversity in the content of discussions on social media. As social media represents a society with diverse colors, personalities, and value systems, natural social media users will have varied responses with different opinions and stories. This metric aims to evaluate the natural engagement of a commercial campaign with social media users.

c. Social Advocator: 

Social Advocator is a term used to refer to quality users on social media, those who not only create positive content related to the brand but also have influence in spreading the message and building the brand image in a natural and trustworthy way. They can be loyal customers, company employees, or individuals with a small but influential presence, possessing high engagement levels and strong personal relationships with their community.

d. Overview of Social Media Discussions Across Three Layers:

The set of metrics helps segment discussions from different user groups, thereby focusing on answering two main questions:

• What are the insights from real users?
• How effective is the brand's communication with real user groups?

2. The Impact of the New Metrics

a. Extracting Insights from Real Users:

From July 2023 to June 2024, the powdered milk industry recorded 13.4 million discussions on social media. However, the majority of this content came from unidentified accounts, including fanpages, groups, or users with abnormal behaviors, accounting for 73.5% of the total discussions. Only 26.5% of the discussions came from real users (Qualified Users) – those with natural behaviors and valuable insights for analysis.

This means that if the analysis were conducted on the total volume of discussions rather than on the real user group, the results would undoubtedly be biased by activities and other groups.

The mechanism of the Qualified Metrics ensures that the communication strategy is built on real consumer insights, not from advocacy activities or clone accounts.

b. Application in Campaign Measurement:

The Top 10 Tết Campaign Ranking is a clear example that highlights the difference between two methods of measuring campaign effectiveness: one based on Total Buzz (total discussion volume), and the other based on Content from Qualified Users, which refers to content from real users with natural interactions and true value in spreading the message.

For example, the OMO – Kiên Trì Là Dì Thành Công campaign ranked first in the table based on total buzz with over 827,000 discussions. However, when evaluating based on the Content from Qualified Users metric, the campaign dropped to fourth place with only around 18,683 pieces of content – equivalent to approximately 2.3% of content from qualified users compared to Total Buzz.

Campaign Lifebuoy – Tết Vỗ Về ranked eighth in Total Buzz (36,109 buzz), but rose to second place overall when measured by Content from Qualified Users. This highlights the natural and emotional connection the campaign created, generating higher-quality content compared to others.

When combining these three metrics with the new formula of the BXH BSI Top10 phiên bản 2025, we gain a new perspective on which campaigns truly engage real users in meaningful discussions:

By shifting from evaluating campaigns solely based on 'buzz' to focusing on 'quality', brands can gain a deeper understanding of what truly drives sustainable impact. This is exactly why Buzzmetrics' new set of metrics was introduced: to offer a more insightful, realistic, and effective perspective on communication.

3. Planning Framework - Marketing Planning Based on Insight:

From analyzing metrics such as Qualified Users, Content from Qualified Users, and Social Advocators to the actual effectiveness of the 'Tết Vỗ Về' campaign, Buzzmetrics has developed a framework for building deeper and more effective campaigns – a structured system that helps brands implement communication campaigns through a clear three-step process:

• Insight for Planning: Starting with the analysis of Consumer (pain points, unmet needs, motivations & barriers), Competitive Landscape, and the role of each platform, from which the correct problem to solve is identified.
• Planning: From the insights analyzed above, transform them into the big idea and key content pillars. At the same time, explore white spaces and develop an appropriate channel strategy.
• Campaign Launching & Optimization: Implement the campaign on a real scale, measure initial feedback, and continuously optimize based on real data, not just buzz, but the quality of feedback from real users.