How Maybe* ranks businesses for social media performance

About the Maybe* Index:

The Maybe* Index is calculated using measures on; time, audience size, and posts for any business across the three core social networks; Facebook, Instagram, and Twitter. The score is calculated at the start of each day, based on activity over the previous 24 hours. This calculation is applied to 7.9m businesses** in the UK and US. Everyday.

**Businesses currently listed on Google My Business

Scoring posts

The index is centered around an internally defined score, which is given to each post and aims to be invariant across the three social media channels. The score (σ) for an individual post is given by:

where k represents a social network:

and w refers to weights associated with each engagement metric, whereby for unit engagement on each metric (shares, likes, comments):

The values for w are chosen to reflect differences in how users engage with posts on each channel, and take into account that some actions are not available on all channels (e.g. sharing on Instagram); subject to the above constraint.

Scoring businesses

With a score defined for each post, we can now compare businesses by summing the individual post scores (σ) over a 24 hour period, yielding a Maybe* score, S for each business:

So that a period of inactivity (no posts) does not instantly drop the business score, S to zero - a decay function is employed to provide a smooth exponentially decaying score for each day of inactivity (per channel):

where t is the number of days of inactivity on a channel (with t =0) resulting in the equation from the previous step).

The Global Rank

The global rank is simply the inverse of S, so that the business with the highest score is ranked at position 1. Note that businesses are benchmarked entirely on their social media engagement each day, without dependency on the number of followers. 

Maybe* Boundary and Group Indexes

In addition to benchmarking businesses on a globally defined level, Maybe* provides a mechanism for benchmarking subsets of the data, defined either as groups or as boundaries. Both groups and boundaries can be defined from a geographical definition, but boundaries represent well-defined places such as council/county boundaries or towns. Equally, a group does not need to be defined from geography and can be any arbitrary set of businesses.

Aggregate Data and Insights

The boundary and group indexes provide additional mechanisms for looking at aggregate statistics, such as the percentage of businesses active in the group and tracking that data over time.

For boundaries, the individual business scores can be further summed, to give a total score for the whole boundary. We can then rank boundaries such as counties using the same mechanism as for the global index, which is displayed on

How this data helps you do more with social media

Maybe* is a social media management platform that does all of the things you’d expect; scheduling, listening, post boosting, and audience building. But we also do much more. What makes Maybe* special is that we give businesses data, insight, and training about the impact of their social media efforts.

We analyse more than 80m engagements every day. By engagements, we mean common social media reactions such as likes, comments, follows etc.

We save our clients time by showing them what works best from the 590k posts we analyse everyday.

We make our clients money by showing them how to turn ad spend into sales.