Insights glossary

Insights definitions

Written by Jasmine O

Last published at: March 28th, 2023

Definitions

 

Voice: A consolidated profile including several sources, all handled by the same person, media or brand.
Example: Rolex includes:  Instagram URL, Facebook URL, Twitter URL

 

Voice Types

  • Media: Any content published by a third party and written by a journalist, team, freelancer, etc. It can have sources in print, online and social.
  • Influencers: Any content published by a person who is not a celebrity (models, bloggers etc). It can have sources online and social.
  • Celebrities: Any content published by a person who is well known outside of the industry for something not FLB related (ex: sportsmen, actors, singers…).
  • Owned media: Any content published by the brand itself.
  • Partners: A legal entity publishing content about another legal entity.



Influencer Tiers

  • Micro: under 100K followers on all channels
  • Mid-tier: up to 100K to 500K followers in at least one channel
  • Macro: up to 500K to 2M followers in at least one channel
  • All-Star: over 2M followers in at least one channel

Source: A physical or digital medium such as a magazine, Online URL, Social Account URL
Example: https://instagram.com/rolex OR Vogue - USA

 

Channels 

  • Print: Editorial, Advertising
  • Online: Online Media, Blogs, Galleries
  • Social: Instagram, YouTube, Twitter, Facebook, TikTok. Coming soon: WeChat, Weibo, Douyin, RED, Bilibili


Placement 

  • Online:  Any online article is a placement. Each element of a gallery can also be a placement. If an article is present in several sections of a media, it’s counted once. If it appears in different media, it can be counted several times.
  • Social: any post from Instagram, YouTube, Twitter, Facebook, TikTok, Wechat, Weibo, Bilibili, Douyin and RED is counted as a placement. 
  • Print: any article is a placement.

 

Metrics

  •  Number of Placements: Total number of individual placements (article on print and online media, post for social media)
  •  Potential Reach: the sum of the potential audience of each unique source over the period analyzed.

  •  Print: the potential audience is the maximum circulation over a chosen period. We do not use readership because even though magazines are read by several people, it’s hard to know how many. 
  • Online: calculated based-on monthly visits obtained on SimilarWeb. For online "portals" and "search engines", we apply a correction to remove the traffic not coming to access content but just to use the search engine.
  • Social: relies on followers for Instagram, Twitter and TikTok, fans for Facebook, and subscribers for YouTube.