International course towards standards in social media measurement?
Standardized principles and metrics for measuring communication activities are continuously debated both in international research and in practices. Currently the development of international standards for the measurement of social media communication is in the center of the debate. The release of several new standardization proposals by international industry associations and organizations gives rise to points of discussion.
A new framework for social media measurement
The International Association for Measurement and Evaluation of Communication AMEC presented the so-called AMEC Social Media Valid Framework on the 5th European Summit on Measurement last month. The framework is based on the AMEC Valid Metrics Framework. By involving an advanced communications funnel and new measurement perspectives, the new framework should cope with the specifics of social media und thereby lead to a standardized basis in social media measurement.
New standards for social media measurement published
Social media metrics in six priority areas of social media measurement were published by the Conclave, the Social Media Group of the Coalition for Public Relations Research Standards in the beginning of June. In order to get feedback from the industry – research associations, agencies and companies – each set of standards was posted to the website www.smmstandards.org for review and public comments. The standards have been already used in the AMEC Social Media Valid Framework.
In practice: guidelines for evaluation and measurement
In June, Angela Jeffrey, member of the IPR Commission on PR Measurement & Evaluation, also published a practice-based Step-by-Step Approach. Jeffrey gives insights into a Eight-Step Social Media Measurement Process as a place to start. The process utilizes the AMEC Valid Metrics Framework that has been simultaneously developed by AMEC in order to integrate the specifics of social media.
Another approach is conducted by the PR Professionals Guide to Measurement which was also launched on the 5th European Summit on Measurement. Developed by the AMEC, the International Communications Consultancy Organization (ICCO) and the Public Relations Consultants Association (PRCA) the guide is focused on offering common principles rather than one particular method of measurement. It features case studies and best practice on PR measurement.
Latest developments in Germany
The development of standards in social media measurement is also taking place in Germany. Already in 2009, the German Public Relations Association (DPRG) and the International Controller Association (ICV) agreed on a comprehensible framework for the evaluation and measurement of communication which also could be used in social media. Moreover, the Social Media Group of the German association „Bundesverband Digitale Wirtschaft e.V. (BVDW) published a guide to categorize online content which should improve industry standards across the board.
Take away: One aim, but different approaches
Considering the current proposals, there are different ways of developing standards, e.g. by establishing frameworks, measuring phases or social media metrics and it becomes clear that there are still single efforts. Rarely, approaches link to already existing social media models or metrics. A common, cross-national basis is not yet in sight.
Within the next weeks, this website will have a closer look on the current approaches in social media measurement. Additional articles will present the proposals more in detail.
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