Social shares and pageviews influence social metrics that measure user impact and behavior, or social value.
Social value is combined with lifetime value (LTV) — an estimate of how much money a person will invest in your business over a lifetime — to determine a user’s true total value (TTV). The resulting data can be used to target your customers in specific ways.
These values help a company pinpoint its “social whales,” influential customers who spend the most money and time on a product or service. Social whales usually comprise 10 percent of total users, but 10 to 40 percent of total spending.
Social value, LTV and TTV are illustrated in the following infographic by social analytics engine Ninja Metrics.