Dash Social introduces a new proprietary metric, Total Social Impact (TSI), that consolidates fragmented social media performance indicators into a single score. The measurement system combines data across multiple platforms, content formats, and distribution channels to provide marketers with a unified view of their brand’s social media presence.

According to Maggie Hickey, EVP of Marketing at Dash Social, the metric addresses a key challenge in social marketing. “Social marketing has never been more powerful, or harder to measure,” Hickey said in a press release. “TSI brings social’s full impact into view, giving teams the clarity to drive what comes next.”

The company positions TSI as a solution to the industry-wide problem of siloed KPIs (Key Performance Indicators), enabling marketers to identify opportunities and make more informed decisions in the creator economy.

Case Study Shows Varied Platform Impact

According to Dash Social, as an example, ColourPop, an American cosmetics brand, demonstrates the metric’s application as a beauty category leader with a TSI score 447 times the industry average. The brand’s total score exceeds 24 billion engagements, with platform distribution showing that Instagram-owned content accounts for 62% of ColourPop’s TSI, Instagram UGC 8%, and Instagram Stories 7%. TikTok-owned content represents 11% of the total score, with TikTok UGC accounting for 5%.

Michelle Song, Senior Director of Social Media & Content at ColourPop, attributed the company’s success to its focus on authenticity. “Our community is passionate and values brands that listen, react in real time, and have fun in the moment,” Song said.

Industry Context

Other performers with strong TSI scores include Sephora, Poppi, and E! News, each achieving success through strategies tailored to its audience, according to the press release.

The launch comes as Dash Social expands its offerings for the creator economy. Earlier this year, the company introduced a Creator Management platform with API-backed data for campaign insights and metrics, including Earned Media Value (EMV).

TSI represents Dash Social’s continued focus on performance metrics as brands increase investment in creator partnerships and social media marketing.

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