After setting up your queries, it is important to understand each mention that appears in your feed.

1. Title

2. Location

The geographical location of each mention.

3. Source

Right below the title, on the left is a small icon that indicates the source of the mention. In this example, that’s Web – and, more specifically, Mediatoolkit web page (known by the website name on the right of the web icon).

4. Time

Time shows you when the mention was published.

5. Caption

And then some additional information…

6. Reach

Number 6 on the picture above. Reach shows an estimated number of people who saw this mention.

To measure reach, Mediatoolkit uses data such as the number of people visiting each website or the number of Twitter followers. We use information from companies providing commercial web traffic data and analytics to determine the number of visitors to a certain website, both locally and worldwide. We then use algorithms to calculate the probability that an article mentioning you and your business will be read by the site’s visitors.

  • The reach of a query is determined by more than just merely the number of visits to an article: we also take into account the article’s positioning (homepage or a less-read section of the site), the number of times a query was mentioned, and its position in the article (top-bottom). The number of shares on social media (e.g. Twitter) increases the number of people who saw the article, so we also factor this in.

When it comes to social media sharing, we use data on the average reach of each post, tweet, or blog. For example, only a certain percentage of Twitter followers will see a user’s post when it’s published so we also take this percentage into account to determine the final number. Simply said, reach is our best assessment of the number of people who saw that particular mention.

7. Interactions

Number 7 on the picture above. Interactions indicate the number of people who have liked, commented, or shared the post.

8. Engagement rate

Number 8 on the picture above. The engagement rate shows the percentage of people who interacted with the post after seeing it (likes, comments, shares). It is calculated by dividing Interactions with the Reach.

9. Influence score

Number 9 on the picture above. Influence score shows source influence ranked on a 1 to 10 scale, indicating how influential that particular source is in comparison to every other source on the internet.

An influence score of 1 means the source has a small audience, while 10 is typically reserved for globally influential websites or social media profiles with millions of followers (for example, the CNN website or social media accounts of Oprah or Elon Musk).

10. Automated sentiment

The automated sentiment is located on the far left of the mention, in a green, red or grey dashed vertical line. The color of the line depends on the sentiment. If the sentiment is positive, the line is green, if negative, the line is red, and if neutral, the line is grey.

In our example, the sentiment is positive, so the dashed line is green:

If you decide the automated sentiment does not correspond to a particular mention, you can easily change it. This brings us to number 11), sentiment.

11. Sentiment

For instance, if your mention has a neutral sentiment, but you believe it should be a positive one – you can determine the sentiment on your own. When you determine the sentiment, it looks like this:

It is no longer a dashed, but rather a full line.

To change the mention’s sentiment, click on the mention, and in the pop-up window on the right click on the sentiment you want to set (in the example below, we’re changing the sentiment from positive to neutral):

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