PicPic Social uses math, assumptions and commonly reported statistics about social media to calculate impressions/analytics.
What are Impressions? Impressions are the number of people who could potentially be exposed to a photo posted via the PicPic Social sharing station or Microsite. It is not a guarantee that every single person represented in the impression given has actually seen the share to social media. It’s only an indicator of the maximum amount of people that could possibly be exposed to it. If an event attendee shares their photo to Facebook and they have 300 friends, then the impressions will be calculated as 300.
What is Reach? Reach is the number of times that the photo posted was actually seen by the event attendees friends/followers. When your attendees posts to Facebook, only a percentage of the person’s friends will actually see it. This number calculated we refer to as reach.
How is Reach calculated? Each event sharing option is calculated differently. Here is how we calculate each below...
Facebook: Our research has determined that 30% of your event attendees Facebook friends will actually view their post. If the attendee has 100 friends on Facebook, then one post via the PicPic Social sharing station has the Reach of 30.
Instagram: Due to Instagram’s terms of service, PicPic Social cannot gather the exact number of Instagram followers from an event attendees account. Third party researchers have determined that the average number of followers for an Instagram user is about 843. Due to the fact that this sample data is skewed towards a single data set, we opt to use the median which is 194, as our user basis. We’ve conservatively estimated that 29.9% of event attendees followers on instagram actually view their post. With that being the case, a single post to Instagram from the sharing station has the Reach of 58.
Twitter: Our research has determined that 30% of your event attendees Twitter followers will actually view their post. If the attendee has 100 followers on Twitter, then one post via the PicPic Social sharing station has the Reach of 30.
Email/Text: These impressions are calculated more so on assumptions than it social media counterparts. Our research has determined that the average attendee will email the photo to themselves and then post to social media directly from their smartphone.
Due to the fact that these sets of users did not use the kiosk to post directly to social media, we do not know the number of friends/followers that they have. With this being the case, we use the average number of friends/followers according to the PEW research center (which is 338), to determine those set of attendees maximum possible impressions. We lean on the more conservative side we assume that 30% of their friends/followers actually have seen the share as well. So if the attendee shares via Email/Text, then one post via the PicPic Social sharing station has the Reach of 101.
How are Overall Impressions calculated? Simple math is used to calculate the overall impressions for an event. If you received 100 Email impressions, 100 Facebook impressions and 100 Twitter impressions, then your overall impressions would be 300 for the entire event!