{"id":446,"date":"2022-10-23T15:20:49","date_gmt":"2022-10-23T12:20:49","guid":{"rendered":"https:\/\/quecst.qcri.org\/blog\/?p=446"},"modified":"2022-10-24T08:02:14","modified_gmt":"2022-10-24T05:02:14","slug":"vlcp-a-four-level-framework-for-social-media-user-engagement-metrics","status":"publish","type":"post","link":"https:\/\/acua.qcri.org\/blog\/vlcp-a-four-level-framework-for-social-media-user-engagement-metrics\/","title":{"rendered":"VLCP: A four-level framework for social media user engagement metrics"},"content":{"rendered":"
\"four<\/a>
What Really Matters?: Characterizing and Predicting User Engagement of News Postings Using Multiple Platforms, Sentiments, and Topics<\/figcaption><\/figure>\n

When evaluating the performance of social media content, user engagement is a key performance indicator (KPI). Specifically, the interaction by the user with the content, such as viewing, liking, commenting, and sharing.<\/p>\n

From the mindset of a social media content producer, users with more public expressiveness of their interest have higher impactful engagement with the content.<\/p>\n

The reason for this is the network effect of social media platforms which is grounded in the concept of electronic word-of-mouth (eWOM), where users actively promote a product or service. eWOM is intensely valuable for content producers as it is a measure of the content distribution from the organization’s existing user base to a potentially greater costless audience.<\/p>\n

Accordingly, the degree of users’ public expressiveness of interest, from private to public, about content is an adequate theoretical construct to build a framework of user engagement metrics.<\/p>\n

The user engagement framework consists of 4-levels: each level indicates a given measure of user engagement, with lower levels, indicating more private expressions of user interest. Higher levels indicate a greater degree of public expressiveness of user interest – the V<\/strong>iew-L<\/strong>ike-C<\/strong>omment-P<\/strong>ost (VLCP<\/strong>) Framework for Social Media Engagement.<\/p>\n

Level-1 View<\/strong>
\nDefinition: Private engagement through viewing social media content
\nMetric: Number of views<\/p>\n

Level-2 Like<\/strong>
\nDefinition: Exposing user preferences by liking social media posts
\nMetric: Number of Likes<\/p>\n

Level-3 Comment<\/strong>
\nDefinition: Expressing opinions or feelings by commenting, sharing in private messages, or sharing on the same platform
\nMetric: Number of comments, Number of shares<\/p>\n

Level-4 Post<\/strong>
\nDefinition: Spreading content through public sharing into other public networks or platforms
\nMetric: Number of external postings<\/p>\n

Aldous, K., An, J. and Jansen, B. J.<\/span> (2019) <\/span>View, Like, Comment, Post: Analyzing User Engagement by Topic at 4 Levels across 5 Social Media Platforms for 53 News Organizations<\/span><\/a>. International AAAI Conference on Web and Social Media (ICWSM2019), Munich, Germany, 11-14 June, 47-57<\/span><\/p>\n

Aldous, K, An, J, and\u00a0Jansen, B. J.\u00a0(2022)\u00a0What Really Matters?: Characterizing and Predicting User Engagement of News Postings Using Multiple Platforms, Sentiments, and Topics<\/a>.\u00a0Behaviour & Information Technology<\/u>.\u00a0https:\/\/doi.org\/10.1080\/0144929X.2022.2030798\u200b<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

When evaluating the performance of social media content, user engagement is a key performance indicator (KPI). Specifically, the interaction by the user with the content, such as viewing, liking, commenting, and sharing. From the mindset of a social media content producer, users with more public expressiveness of their interest have higher impactful engagement with the… Continue reading VLCP: A four-level framework for social media user engagement metrics<\/span><\/a><\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[66,68,67],"yoast_head":"\nVLCP: A four-level framework for social media user engagement metrics - Team Acua<\/title>\n<meta name=\"description\" content=\"A four-level framework for social media user engagement metrics, from private to public, about content is an adequate theoretical construct.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acua.qcri.org\/blog\/vlcp-a-four-level-framework-for-social-media-user-engagement-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VLCP: A four-level framework for social media user engagement metrics - 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