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Santa Claus Is Real and Social Media Savvy, According to eValue(TM) by Engagement Labs

TORONTO, ONTARIO–(Marketwired – Dec. 25, 2014) – Engagement Labs (TSX VENTURE:EL), the world’s foremost data-based communications company and creator of eValue™, the only independent global benchmark for social scoring, today announced the Twitter handle @Santa, the official Santa Claus based in the North Pole, is the most engaging due to its “emotional connection” with followers. Santa is omnipresent on Twitter, under different names, guises and languages. With an eValue score of 100, @Santa rises above the other Santa Claus’ on social media by connecting best with people across the globe through the eValue tenets: engagement, impact and responsiveness.

@Santa’s strong audience connection stems from using a tone that’s casual, and publishing content in a timely fashion. The high engagement score (93.8) stems from the fact that content is relevant and friendly, usually pertaining to pop culture references including using drones for delivery, or delivering a member of a boy band as a present. Additionally, content is humorous and posted in rich and dynamic formats including videos, photos and Vines.

@OfficialSanta came in second place with a total eValue score of 97.2.

“@Santa’s content is very timely and relevant, always linking in some type of pop culture, news or sports angle to appeal to the mainstream. Using a jolly and conversational tone with followers enables @Santa to engage with users multiple times and evokes organic emotion within engagements,” said Eli Singer, CMO of Engagement Labs.

“It is clear that @Santa won the emotions of Twitter users across the globe. @Santa’s gift to business organizations this year is giving them a great roadmap on how best to connect with audiences across media formats in an emotionally authentic manner, which is what’s needed to deliver brand effectiveness and a superior experience for consumers,” says Bryan Segal, CEO of Engagement Labs.

If you’d like to learn more about Engagement Labs’ eValue score, please visit www.engagementlabs.com.


Brands are ranked by their eValue score, which is an overall measure of performance and effectiveness on a given social media channel. The ranking is based on the eValue scoring system, which is backed by a patented algorithm and benchmarked against a database of 75,000 verified brand accounts. The eValue score itself is an aggregate of the ideal social media KPIs – the three sub-scores of engagement, impact, and responsiveness. Unlike most tools, eValue analyzes social media targeting options simultaneously. For the purpose of this Index, we looked at global and local channels and geo-targeted content facing the United States.

About Engagement Labs

Engagement Labs’ patented eValue™ Score is the Global Standard for Social Scoring. eValue analytics Pro, an enterprise grade social media analytics platform, scores brands between 1-100. eValue measures brands’ social media and digital marketing efforts. It’s composed of a series of metrics and KPI’s, among them: engagement, responsiveness and impact, benchmarked against 50,000+ handpicked verified brands.

Engagement Labs (TSX VENTURE:EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measuring that of their competitors, across major social networks Facebook, Twitter and YouTube. Engagement Labs maintains offices in Montreal, Toronto and Paris. www.engagementlabs.com / www.eValueanalytics.com

Engagement Labs Inc.
Eli Singer
Chief Strategic Officer/Chief Marketing Officer

Engagement Labs Inc.
Sasha Bricel
Account Executive


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