Share of the conversation

Share of the conversation is the part of the contents of the compared brands (or shopping platforms) that mention this brand in the week.

Formula: share = brand contents ÷ contents of all compared brands × 100

• A brand is matched to a piece of content from the tags (@) of the brand and its sub-brand accounts, from hashtags, and from brand names in the caption text.
• A content is counted once for a brand, even when the tag, the mention and the link all appear, or appear several times.
• A content that names more than one brand is counted separately for each brand, so brand totals can add up to more than the number of contents.
• The week before is computed the same way, over its own contents, so the change in points compares like with like.

• The universe is the Turkish Instagram accounts that are tracked, not all of Instagram, so absolute volumes are a lower bound.
• Posts from a brand's own accounts are not counted. Accounts that share sector news or discounts are flagged separately.
• A mention is not a paid partnership.
• A percentage change is given only on a base of 10 or more contents.

Brand A has 40 contents and the compared brands together have 1,000 in the week: its share is 4.0%.