How It Works

The model we use to develop our Social Media Index is one that’s not only unique and proprietary, but revolutionary in how big data is relevant to context within industry verticals. We currently house the largest culinary, restaurant and hospitality term database in the business, built over 23 years of industry and domain expertise. This expertise and data understanding positions DigitalCoCo as the go-to source for social consumer and brand intelligence in restaurant and hospitality.

Our proprietary Social Insights and VenueTrak tools are the heartbeat of the RSMI, and reveals the overall scores that helps comprise the RSMI into five tracking categories.


Part One

Sentiment - 100 Points
Sentiment scoring with the RSMI is a very special process. Multi-variant sentiment is based on a variety of terms and locations relative to Food, Service, and Overall Brand Experience, providing a much more accurate consumer sentiment score than any other system in the market.


Part Two

Influence - 100 Points
Influence is a cross measurement tracking system that combines influence scores from leading sentiment tracking companies like Klout and Peer Index and our our own proprietary Social Insights score.  We look at the influence in a variety of two areas - General and Hyper User.  General is the influence of regular digital transaction, Hyper User Influence is scored only on targets that have a heavy frequency of engagement with your brand.


Part Three

Engagement - 100 Points
Engagement scoring looks into how a brand engages with its current social audience, as well as those who may not call themselves ‘fans’ or ‘followers, (extended reach audience) - but still interact with the brand. Engagement scoring also reveals social audience growth and effectiveness of engagement within that audience as well as the extended reach audience.

Location-Based Action

Part Four

Location-Based Actions - 100 Points
New to the RSMI in 2013 are Location-Based Action (LBA) tracking, a vital component for businesses to begin measuring Social ROI. As the RSMI reaches critical mass with brand, locations and consumers, location-based action data is large enough to establish a scoring model that allows a brand to determine how social media efforts are affecting visits and transactions.  The proprietary tracking for LBA digs into as many five levels deep in a conversation to harvest a location-based action.

Example of Location-Based Actions

Example of Location-Based Actions

Mobile Engagement

Part Five

Mobile Engagement - 100 Points
New to the RSMI in 2014 is Mobile engagement tracking, mobile now supports over 85% of social engagement for brands and will continue to be a key part of how consumers and business interact on social media. Engagement with a mobile audience is very similar to our current engagement tracking with the exception that we only score mobile engagement. This can allow a brand to evaluate audience, interest and also engagement tactics that may perform better on mobile vs a desktop engagement.

Each of the five scores has the ability to achieve a maximum score of 100 points, with a score of 500 as being perfect. The proprietary model for the Social Media Index is one that levels the playing field for businesses of all sizes. It’s a tool for brands to enhance areas that may need improvement, and to develop better social consumer connections, which results in overall business performance.