I recently wrote about The Engagement Ramp which is a formula I made up to try to figure out, using ComScore’s panel data, if a site or Social Network had “momentum“.   The formula I use is the average number of times a unique visitor visited a site per month / the average number of minutes per visit.

I reasoned, if a site is growing more interesting – the average number of visits will increase, up to a point, and visitors will be spending longer during each visit.   But that would not always work, except, in this case, I used Social Networks as the focus of this study – usually you want members to stay longer.

I used the Media Trend for Conversational Media/Social Networks, and he’s the embedded spreadsheet.  I think the larger social networks aren’t changing that much, but some of the smaller, less well known properties, are – that’s my takeaway.

By the way, I’ll be at the Social Ad Summit most of Monday -and was thinking about the value of knowing if a property is growing to be more interesting to it’s members, as a basis for advertising – just a thought.