Orgs Launch Social Media Measurement Guide

A new guide which takes a fresh look at measuring social media impact has been launched by industry bodies the MRS (Market Research Society), IPA (Institute of Practitioners in Advertising), and The Marketing Society, working with Facebook and Twitter.

The publication, The Short Guide to Measuring Not Counting - How to Evaluate Social Media for Marketing Communications, outlines seven key principles to help marketers and agencies assess the impact of social media on profitability.

The collaboration, known collectively as #IPASocialWorks, says the guide addresses the challenges associated with validating social media campaigns. It highlights the need for social media planning and evaluation to operate in tandem with other traditional channels, in order to gauge its reach, rather than adopting a siloed approach. Additionally, it argues that the same rigour must be applied as for established marketing measurement, using comparable metrics, linking activity to overall objectives and with a focus on the long term results.

The guide is compiled by Ray Poynter, author of The Handbook of Mobile Market Research and founder of The Future Place; Simeon Duckworth, Global Head of Business Planning, MindShare; and Fran Cassidy, The Cassidy Partnership.

Patrick Barwise (pictured), Patron of MRS, and Chairman of Which?, comments: 'This guide is well timed to take stock as social media marketing communications comes of age. It summarises the current state of play and offers guidelines on how to make the most of this young, but rapidly maturing medium. I'm not aware of any other publication anywhere that addresses these issues so comprehensively.'

Web sites: www.mrs.org.uk , www.ipa.co.uk and www.themarketingsociety.com .