The Interactive Advertising Bureau has released its "guide to social media measurement." That's actually a misnomer. It is not a guide to overall social media measurement. As might be expected from any organization that has Advertising as its middle name, It blithely assumes that all social media interaction is desirable, and I can think of any number of organizations, from Groupon to Hosni Mubarak that might beg to differ. So, to be clear, if you are trying to measure the effectiveness of your advertising spend in social media, this is a good place to start. And the really good news is that it pretty much lines up with what we in the Social Media Measurement Group of the CIPR and the Validated Metrics Framework that came out of the Barcelona Principles.
Perhaps the best parts of the Guide is in the appendix. There are some good case studies and implementation scenarios that can help you get your mind around the problem.
The full 2012 IAB report was released last week - http://www.iab.net/insights_research/industry_data_and_landscape/adrevenuereport
Posted by: Mobile Marketing and Advertising | April 22, 2013 at 05:13 AM
Great post, Katie. I have been looking to increase my advisements into the mobile market. I will have to have a look into it.
Posted by: Mobile Media | January 03, 2012 at 10:42 AM
Enjoyed the post, Katie. It is about quality, not quantity. Too much noise out there.
Posted by: Corn Flour Mill | March 29, 2011 at 10:23 AM
Excellent post and wonderful blog, I really like this type of interesting articles
Posted by: send gifts to Pakistan | March 19, 2011 at 03:48 AM
I hadn't seen the IAB report yet. Thanks for pointing it out Katie.
Posted by: Ken Burbary | February 23, 2011 at 11:14 AM