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!

A new framework for measuring social media

As part of my role on the IAB Social Media Council, I’ve been working on the formulation of a new framework for measuring social media activity.  We firmly believe the industry needs to be much more aligned when it comes to measurement.  Not only will a robust methodology help us evaluate our own success but it will also help us when it comes to draw comparative learnings from other players in the industry.

But this isn’t possible unless there’s a lot more standardisation in the way we measure social media activity.  Hence this model.

I’ve called it the IAB Framework, not just because of the association with the Internet Advertising Bureau but also because the acronym  respresents the 3 stages of the methodology I’m proposing. Quite chuffed with that one actually 😉

  • Intent
  • 4 As – Awareness, Appreciation, Action and Advocacy
  • Benchmark

You can view the rationale behind this framework in the presentation below or alternatively read the post I wrote last week on the IAB Social Media Blog.  In fact, I discovered over the weekend that this was the most tweeted presentation on Slideshare, making it onto their home page under the  ‘Hot on Twitter’ section. Clearly it must have been when most of the twitterati were asleep!

I’m also pleased to say (and somewhat relieved) the Council is largely in agreement this framework and will be promoting it to the press in a couple of weeks.  So let me know if you’ve got any feedback or suggestions as I’d rather hear your feedback now than after it’s in the public domain!