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IAB UK Social Media Council launches framework for social media measurement
The Internet Advertising Bureau’s Social Media Council (IAB SMC) has launched a framework to bring greater clarity and consistency to social media measurement in the UK. The framework, created in partnership with digital and direct marketing agency Tullo Marshall Warren (TMW) and members of the IAB SMC, has been designed to help advertisers and agencies better digest the complexities of social media measurement.
The simple framework, using the letters I, A and B as a point of reference, provides brands with an overview of the process required to effectively measure the success of their social media activity. Available for download on the IAB SMC blog, www.iabuksocial.co.uk, it has been designed to be flexible enough to be applied across a broad spectrum of social media platforms, and give practitioners the freedom to use their own experience and expertise to choose the most appropriate KPIs for their activity.
The IAB social media measurement framework comprises the following:
I = intent. The IAB recommends that no social media activity should take place unless you have a firm intent, or set of objectives, to determine which key performance indicators (KPIs) are most relevant to measure success.
A = awareness, appreciation, action, advocacy. These are the 4 main areas within which you can set your KPIs, after your intent has been agreed. Which KPIs you choose to apply will vary according to the intent you define, the platform you’re using, the tracking you have in place and the internal expectations of various stakeholders and whether they demand hard financials as well as soft metrics. The IAB and TMW have created a list of recommended KPIs within the framework.
B = benchmark. Using the framework to create benchmarks based on your own activity, that of your immediate competitors and industry averages, you will be able to evaluate realistic success in a more consistent way, and provide a basis for future planning.
Download the presentation talks through each step of the process from establishing up front your intent, assigning the most pertinent KPIs according to the 4 As – Awareness, Apprecitation, Action and Advocacy – and consulting other benchmarks in order to draw meaningful comparisons.
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