The Expert Guide to Measuring Not Counting – How to Evaluate Social Media for Marketing Communications has been produced by the IPA, the Market Research Society (MRS), The Marketing Society and key social platforms Facebook and Twitter.
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 to accurately gauge its reach, rather than adopting a siloed approach. I
It argues that the same rigour must be applied as for established marketing measurement, using comparable metrics, linking activity to overall objectives and a focus on the long term results. Whilst also using the real-time evaluation process that social media offers to inform accurate targets and predictions.
This guide is designed for Social Media and Digital Specialists. We have also produced The Short Guide to Measuring Not Counting to give general advertising practitioners a grounding in social media measurement best practice.