Valuing Social Media Content

When valuing content in a modern website, it is become increasingly important to understand what kind of benefits are given to the asset through its social integration. Ignoring then the sheer power of viral traffic, the worth of social media integration can generally be broken down into two main components: content value and technical value. In continuing the theme of examining the value of content on a web asset, this section will discuss the value of social media through the content it creates.

The first two aspects of social media that create value for an asset as a form of content are similar in the way that they are short strings of text that are relevant to contexts of the page itself. While comments and tweets both differ in application, it is important to recognize their similarities. Essentially, a tweet is a short comment that appears off-page and links in, and a comment is tweet that occurs on page. By simplifying these two forms of content, we can price them at the same general point, with perhaps a slight premium placed on the external tweet to accommodate the potential for viral value.

While the general cost of a tweet can be literally thousands of dollars, the tangible value of such a tweet is anchored in its viral worth (something we will cover later on). As a raw piece of content, the value of a tweet is usually around $0.18-0.25. From there, we can then extrapolate the value to understand how it is that a much more complex Facebook comment could be worth as much as $3-6, and then a full blow shared link on a social media platform, including a comment, would be anywhere from $5-12, depending on the contextual quality of the comment and page surrounding it.

The last thing to take into consideration when valuing Social Media as a content source is its ability to perpetuate its value. Because of the way in which a piece of social content allows other users to comment and share from within the thread itself, a single tweet has the capability of becoming an entire discussion, and a comment has the potential to lead to additional sharing.

This means that each individual piece of social content that is created by a website should therefore be valued as a fixed asset, with the ability to scale independently from the asset itself. We can then determine the ability of this content to scale by measuring its potential for gaining attention, and pricing accordingly within an acceptable price range. Remember, even though every single piece of social content that we acquire has the potential to become a major driver of traffic to our page on its own, we need to remember that we are building a portfolio through these acquisitions, and that the majority of them will simply exist by themselves.

As always, contextual relevance is the major differentiator for these sorts of situations. A contextually relevant social media platform has the potential to have a greater impact than one that is not, and is therefore worth more on its own.

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