AMEC task force to establish social media metrics

LONDON: A PR trade group has established two separate task forces to answer lingering questions about the measurement of social media strategy and metrics.

LONDON: A PR trade group has established two separate task forces to answer lingering questions about the measurement of social media strategy and metrics.

The task forces were set up by the International Association of Measurement and Evaluations of Communication, the group that spearheaded a framework of PR standards called the Barcelona Principles. The seven principles address the importance of measurement, goal setting, business outcomes and transparency at a time when the web and social media is at the vanguard of the PR profession.

Last month a list of industry groups, including the Institute for Public Relations and the Public Relations Society of America, formally adopted the principles after they were ratified at a measurement summit in Barcelona in June.

One task force is charged with forming metrics that replace advertising value equivalent (AVEs) metrics, and the other to identify relevant metrics in the measurement of social media.

Ruth Pestana, Hill & Knowlton's worldwide director of strategic services, will lead the AVE task force, and Tim Marklein, EVP of measurement and strategy at Weber Shandwick, heads the social media team. Both were appointed by AMEC's US Agency Research Leaders Group chairman and Ketchum CEO David Rockland.

The plan is to present the task force's proposals at another summit to be held in New Hampshire this October.

AMEC chairman Mike Daniels said: “It is critical that we work hard to answer the need for meaningful standards underpinning valid metrics to replace AVE, as well as beginning the process of creating the foundations for social media metrics."

AMEC is a London-based global trade body for communication research and media evaluation professionals and agencies.

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