The IAB guide to Social Media Measurement and Intent

Not so long ago I helped to develop the IAB social media measurement framework in conjunction with the IAB Social Media Council. It generated quite a lot of press coverage at the time and seemed to stimulate some positive debate around the issue. What was particularly encouraging is that ISBA have got behind it too.

This week the IAB Social Media Council has published a social media measurement guide which expands on the framework whilst also drawing on the collective experience of the Council members who sit on the measurement subcommittee.  I’ve written the introduction which explains the rationale behind the framework and how it works, so if you’re not familiar with it, do check it out and let us know what you think. It’s virtually impossible to come up with a framework which will please everyone, so I’m sure some people will struggle to see its value but hopefully the majority will feel it’s a step in the right direction!  But there are also some very useful contributions from COI, Market Sentinel, We are social, Outside Line, NMIncite and Unruly Media, so even if the framework isn’t for you, there may be other interesting insights which you can glean.

There’s a blog post on the Council’s blog which introduces the guide or you can dive straight into the meat and bones here!