A new framework for social media measurement
A comprehensible framework for the measurement of social media communication is recommended by the International Association for Measurement and Evaluation of Communication. In the beginning of June, the AMEC Social Media Measurement Group, led by Richard Bagnall (Chairman of the Group) and Don Bartholomew (Senior Vice President, Digital and Social Media Research, Ketchum), presented the so-called AMEC Social Media Valid Framework to the participants of the 5th European Summit on Measurement.
Integrating specifics of social media into phases and measurement levels
The framework is based on the AMEC Valid Metrics Framework that comprehends several traditional PR use-cases. The use of the traditional communications funnel and the phases (covering PR activities, intermediary effect and target audience effect) seemed at odds with social media communication, e.g. follow-up communication, fast interactions and missing moderators. Moreover, the framework should involve and operationalize the standards coming from the Conclave.
Based on those conditions, the Social Measurement Group suggests a social media metrics model containing five elements, derived from the standards of the Conclave. It includes:
- Exposure
- Engagement
- Influence
- Impact
- Advocay.
The Social Measurement Group suggests a social media metrics model containing five elements.
In order to create the framework and operationalize social media metrics, AMEC`s Social Measurement Group has developed two versions with sample metrics which could be integrated into the framework.
- The first proposal captures social media metrics from three key perspectives – programmatic-level, channel-specific and business. Programmatic metrics, for example, measure the number of hashtags or white paper downloads regarding special program content.
- In the second proposed version the phases are paid (e.g. Facebook ads), owned (e.g. fanpages) and earned media (e.g. viral effects). According to AMEC this second alternative may work best for integrated campaigns containing those three elements.
Practical discussions on the framework
The AMEC Social Media Valid Framework provides both scientific research and professional practice a framework that can perhaps lead to standardized basics and improved measurement strategies. However, the proposal should be considered as a point of departure. The AMEC should continue to work on the framework by e.g. broaden the definition of “value“ to include tangible and intangible value or adding more specific concepts.
Further information on the framework, a usage guide and a short video synopsis could be found here.
About AMEC
AMEC, the International Association for Measurement and Evaluation of Communication has grown to become a global trade body for agencies and practitioners who provide media evaluation and communication research. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. You can find further information on www.amecorg.com.
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