San Francisco-based consulting firm Tribe Dynamics has developed a proprietary approach to tracking and measuring social influence that assigns an earned media value (EMV) to campaigns based on publicity gained through endorsements and social word-of-mouth marketing accomplishments. The value of an individual endorsement varies by social platform based upon perceived trends in engagement with content on each respective channel. In addition, endorsements within the same platform range in value according to expected audience size, projected impressions and publisher count.

WWD Beauty Inc asked Tribe to conduct a survey of holiday campaigns for the 2013 season. Tribe monitored the campaigns over a period of time spanning November 1 to January 1. Data for this study is based upon 50,000 top influencers within the beauty, fashion and lifestyle communities.

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