ADOTAS – Publishers using the ShareThis plugin for their websites gain access to additional analytical sharing tools as of today. The Social Quality Index (SQI), unveiled last year, has been brought to life with the SQI Analytics Dashboard and Lookup. According to ShareThis CEO Kurt Abrahamson in a phone conversation earlier today, “The SQI is the amount of traffic that’s socially generated in relation to total traffic.”
So if a publisher’s traffic is from links on Facebook, Twitter, Tumblr, G+, its social quality rating is higher than if the traffic comes from web searches. The SQI is on a scale from one to 10.
The two tools are an analytics tool, showing social rates of engagement, and a SQI lookup tool for the public to view a publisher’s SQI score.
The Dashboard allows ShareThis publishers to look at their site’s SQI ranking across 27 content categories like sports, entertainment, business and news, and how they rank within the ShareThis network.
Abrahamson said, “I think the key thing for us, this is the first way for publishers to have a sense of how engaged and socially active their users are. And we are in a unique position because we can see it across all the content categories and all of our publishers. It really is unique, so if you look at some of the concerns with Facebook and whether advertisers are responding to the Facebook environment, we offer a way for advertisers to reach socially engaged users on publisher pages. And that’s why we’re so excited.”
Even at this early stage, a test campaign run by Wendy’s showed impressive results. They experienced a 236 percent increase in store locator views and page views, and a 209 percent increase in click-throughs. But more than merely increasing a brand’s traffic and engagement, the SQI can help a company make strategic choices about its media buys. Lisa Weinstein, president of global digital and search at Starcom MediaVest Group said, in the press release, “The information has the potential to help us shape experiences based on content that targeted audiences want to connect with and share.”
These SQI tools are free to users in the ShareThis network, and the look-up tool is free for anybody.