MRC Publishes Social Media Guidelines

In the US, the Media Rating Council (MRC) has published its Social Media Measurement Guidelines, laying down a detailed set of methods, definitions and common practices for companies and others measuring social media activity.

'Version 1.0' incorporates cross-industry feedback captured during a 30-day public comment period starting in mid-September. It covers measurement activities including tracking and counting users, interaction or engagement; and consumer listening and sentiment, and aims to foster 'a more standardized environment in which social media can be monetized'. Updates following the consultation period include new definitions for auto-initiated activity and content redistribution as well as further details on interaction metrics.

Definitions and baselines are established for original content Authorship, subsequent Engagement and resultant Reach. Guidance covers measurement within applications and outside them, measurement of User Generated Content (UGC), collection and use of aggregated social media platform data, filtration, reporting and audit. All companies seeking MRC accreditation for any social media measurement process will be assessed against the guidelines.

Co-sponsors of the document were the American Association of Advertising Agencies (4A's) Social Media Committee, the Interactive Advertising Bureau (IAB) and the Word of Mouth Marketing Association (WOMMA). MRC's CEO and Executive Director George W. Ivie (pictured) comments: 'Social Media Platforms and User Generated Content aggregators are quickly becoming primary avenues for branded or paid content, and therefore establishing uniformity for how we discuss, assess and measure traffic and engagement is critical. These guidelines are also an important step in the mission of 3MS - Making Measurement Make Sense - toward making the digital eccosystem a more valuable medium for everyone involved in brand advertising'.

Duke Fanelli, CMO, Association of National Advertisers, says his organisation is 'confident the latest version serves both the buy and sell side of the industry'.

The guidelines can be found at www.mediaratingcouncil.org/MRC%20Social%20Measurement%20Guidelines%20v1.0%20Final.pdf

The MRC is a non-profit industry association established in 1963 and currently audits approximately 110 research products.