I read with interest that The International Association for Measurement and Evaluation of Communication (AMEC) is joining forces with the Institute for Public Relations (IPR) and the Council of PR Firms to form a Coalition to develop global standards in social media measurement – one of the four key commitments of the Lisbon Summit Measurement Agenda 2020 initiative.
When working many years ago for the global media content analysis company CARMA, AMEC set some standards for the media content analysis industries which was much needed after the many years of simplistic AVE measurements.
Tim Marklein, coalition chair and Practice Leader, Technology & Analytics, WCG said “Clients and agencies are hungry for expert guidance to navigate the changing media landscape, and they deserve guidance that’s based on sound social science, proven practices and openly available methodologies. Too many of the social media measurement options available today are based on proprietary tools and methods that can’t be easily replicated across brands, campaigns and organizations. As a coalition, we intend to break down those barriers and map out a path to standards that address key social media measurement challenges, including content sourcing, influence, sentiment, engagement and ROI among others.”
On 17th November, AMEC is running “The Big Ask” social media measurement conference in London, when it aims to ask PR and media intelligence professionals what they want to see as part of the new global standards. Let’s hope the conference has many social/online mechanisms where international marketing professionals can follow the event and participate widely in it.
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