Are there tools to help organizations measure their dependency on (anti)social networks such as Facebook or Twitter? It could be as simple as: how much of my audience is only reachable via X and how much of my content is exclusively accessible via X?
- Assuming N articles are published by the organization, which % is exclusive to a given site?
- Assuming P persons are in contact with the organization, which % is only reachable via a given site?
- Out of the N articles published by the organization, which % of the readers exclusively read them via a given site?
The dependency risk manifests itself in two ways:
- Articles published by the organization are blocked or suppressed by the site and therefore fail to reach a % of their audience
- The account of the organization is suspended or deleted by the site and a % of the contacts are lost.
Those numbers help the organization decide how much risk it is willing to take and balance it with the expected benefits. It also helps implement progressive plans to reduce the dependency. It is not uncommon for an organization to voice their desire to quit (anti)social networks. But it is perceived as an “all or nothing” alternative where a reasonable goal could be to work to reduce the measured dependency. Every little steps count, as long as they can be measured.