Estimated Social Media Reach is our own algorithm similar to Impressions - this is the estimated number of people who could have across social media mentions that contain your monitored keywords. We base this number on four things, such as:
the number of people who are using your monitored keyword on social media,
the number of followers, subscribers, or friends they have,
the number of interactions (likes, comments, and shares) under collected posts,
and the Visibility Percentage for the selected social network which says how many of them (followers, subscribers, or friends) actually see those posts on average.
ESMR will change daily when you mouse over it in your Project.