IAB’s social media council creates first dedicated social media measurement guide to address social media concerns.
COI, Outside Line, TMW, We Are Social, Market Sentinel and NMIncite collaborate to create authoritative measurement guide.
A guide to social media measurement and intent, which offers detailed information on the social media measurement framework launched last year, has been constructed by the research and measurement subgroup of the IAB’s Social Media Council.
The handbook – which is available at by clicking here – explains why the framework was needed and how it was created.
It also showcases a live case study from First Direct and Unruly Media that has been measured using the framework.
The guide offers:
- Advice on how best to integrate the discipline into traditional campaigns
- Insightful tips and information on how to measure results
- Guidance on ‘soft’ metrics and what these outcomes can mean to your business as well as how to optimize them
The document was created in collaboration with IAB social media council members COI, Market Sentinel, TMW, Outside Line, NMIncite and We Are Social to help brands get the most out of their social media campaigns and tackle the ‘one size fits all’ ethos that surrounds social media.
Within the guide, there are ‘top’ questions to ask before embarking on a social media campaign; a detailed chapter on how to use social media research to inform business strategy and product development; and case studies from Carphone Warehouse and Market Sentinel. The handbook offers suggested objectives in relation to customer service within social media. The objectives have been created in order to help brands and agencies have a benchmark to work towards and make the data more meaningful within individual companies.
Mairi Clark, Senior PR and Marketing Manager at the IAB and head of the Social Media Council, said; “Social media is now enjoying high level attention from all aspects of the advertising industry. It’s the responsibility of the IAB and the members of the Social Media Council to guide entrants into the medium past the pitfalls and to ensure advertisers get maximum benefit from what can be an incredibly fulfilling and profitable channel. I’m really pleased we’ve been able to build on the work that the Social Media Council carried out last year in constructing the measurement framework by creating this guide.”
