At long last progress is being made on developing standards for the measurement of social media and public relations. Here's your checklist
for coming into compliance.
1. Read all the available
documents on
www.smmstandards.org and the
IPR standards website.
2. Call or email me or the author of the standard
if anything is unclear or confusing.
3. Tell us whether you agree or
disagree and why.
4. Ask your current
vendors to
fill out the
standard content transparency table for all reports they deliver
to you.
5. Ask your
agency if they are in
compliance with the standards.
6. Make sure you have consistent
SMART (Specific, Measurable, Attainable, Realistic, and Timely) objectives. Make sure all your team, business units, vendors,
and agencies know them.
7. Gather the last
six months
worth of reports that you have done, any of the other business units have done,
and any that agencies or vendors have delivered. List any terms that are used and
compare them to the standard definitions. Which are the same, which are
different, and which are in conflict?
8. If and when you find
conflicts, call the various agencies and vendors together to resolve them.
9. Design a
dashboard template
that is consistent with the
validated metrics framework and get all business
units to try it out. Resolve any conflicts.
10. Write your own
internal
version of the standards and describe how the standards will be used within
your own organizations.
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Katie Delahaye Paine is Chairman, KDPaine & Partners, (a Salience Insight company), and Chief Marketing Officer of News Group International.
KDP&P delivers custom research to measure brand image, public
relationships, and engagement. Katie Paine is a dynamic and experienced
speaker on public relations and social media measurement. Click here for the schedule of Katie’s upcoming speaking engagements. Katie and Beth Kanter are authors of the book “Measuring the Networked Nonprofit,” to be published this year by Wiley.
The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement. Katie Paine, CEO of KDPaine & Partners, will be glad to talk with you about measurement for your organization.
“Do not believe in anything simply because you have heard it. Do not believe in anything simply because it is spoken and rumored by many… Do not believe in anything merely on the authority of your teachers and elders... But after observation and analysis, when you find that anything agrees with reason and is conducive to the good and benefit of one and all, then accept it and live up to it.” 
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