The new social media measurement guidance stresses the importance of tailoring a measurement model to the specific needs of a campaign or plan and integrating this into the overall planning process.
CIPR CEO Jane Wilson said: ‘Social media engagement is a fundamental and integrated part of most PR activity today and our guidance shows how it can and should be measured.
"But as our guidance explains, measurement should not just be about tracking, or trying to understand how influential any particular commentator or participant is. It is about identifying what conversations the organisation should participate in and understanding how engagement can help an organisation meet its objectives.
CIPR social media measurement group chair Philip Sheldrake said: ‘The AVE approach to PR measurement and evaluation was simple - and utterly wrong. It’s a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain – a greater waste of time and effort you couldn’t hope to find.’
The guidance can be accessed via the CIPR’s research, planning and measurement pages
The CIPR’s social media conference takes place on 11 April. More details are available here