Playbook replay
Social amplification of coverage
Finds the accounts carrying your press coverage on social, and ranks who is worth engaging.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
There is no way to ask TikTok or Instagram who shared a given article URL. X supports link search, the other two do not, so those results come from keyword and hashtag matching and will miss anyone who paraphrased.
Searching the launch keywords and branded tags across all three platforms, and being upfront that this is a keyword approximation rather than a link-share lookup.
23 accounts carried the story. Combined reach roughly 690k, which is about a third of the press reach.
| Platform | Accounts | Est. reach | Note |
|---|---|---|---|
| X | 11 | 240k | Link shares, exact match |
| 7 | 310k | Keyword match, likely undercounts | |
| 5 | 140k | Mostly Stories, reach estimated |
Three groups worth treating differently
| Group | Count | What to do |
|---|---|---|
| Sustainability commentators | 6 | Engage. They carried the angle press did not. |
| Beauty creators | 9 | Send product. Several already asked where to buy. |
| Industry / trade voices | 5 | Acknowledge only. Engagement reads as astroturf here. |
| Aggregators and bots | 3 | Ignore. |
The six sustainability commentators are the find. Press ran the price angle almost exclusively, and this group ran the packaging angle on their own. That is the audience the release failed to reach through media and reached anyway through social.
One limit worth stating before this number goes in a report. The X figure is exact, because link search works there. The TikTok and Instagram figures come from keyword and hashtag matching, so anyone who paraphrased the story without using the launch keywords is invisible to this. Treat 690k as a floor, not a total.
If the number needs to be defensible, report the X figure as measured and the other two as estimated, in those words.
Naise created an artifact
Accounts carrying the story across three platforms, grouped by how each should be engaged.
By platform
| Platform | Accounts | Est. reach | Method |
|---|---|---|---|
| X | 11 | 240k | Link search, exact |
| 7 | 310k | Keyword, undercounts | |
| 5 | 140k | Keyword, estimated |
How to treat them
Sustainability commentators (6) → engage · Beauty creators (9) → send product · Trade voices (5) → acknowledge only · Aggregators (3) → ignore.
690k is a floor, not a total. Only the X figure is measured.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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