OgilvyPR Unveils Conversation Impact Tool

OgilvyPR's social media and marketing practice '360 Degree Digital Influence' has launched a tool to help marketers evaluate the impact of social media across different types of advertising and communications.

The new 'Conversation Impact' tool has been designed to measure the impact of WOM (word of mouth) on influencers and consumers that drive brand positioning and preference, based on the traditional marketing objectives: Awareness, Preference and Action.

'With online word of mouth growing so rapidly through social media, it has become critical for marketers and communicators to have a solid measurement model to guide them strategically,' stated Global MD John Bell. 'This type of cross-channel comparative framework is critical to answering media allocation questions, communication choices, and knowing which social media efforts are really having an impact.'

Bell is also President of the Word of Mouth Marketing Association (WOMMA), which was founded in 2005 to develop and maintain ethical standards for those involved in word of mouth, consumer-generated and social media platform marketing.

Web site: www.ogilvypr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.