After decades of chasing around for how to measure campaigns efficaciously, PR professionals will finally have definitive instructions that are recognized cross-industry and cross-service provider.

Angela Jeffrey, MeasurementMatch.com and CARMA International, writes a three-part guest blog series for Airfoil. Angela discusses that while standardization is important for all media across the board, the real news is centered on social media metrics in six key areas:

  1. Content Sourcing & Methods
  2. Reach & Impressions
  3. Engagement
  4. Influence & Relevance
  5. Opinion & Advocacy
  6. Impact & Value

Two organizations in the metrics collaboration have now launched microsites for public comment on standards-in-progress:

  • The IPR Measurement Commission has issued instituteforpr.org/researchstandards, which includes new standards on the communications phases and traditional media metrics. Dr. David Geddes is among those leading this effort.
  • The #SMMStandards Conclave is in the process of creating definitions and standards in the six categories above. To comment on progress thus far, go to www.smmstandards.org. Katie Paine (Salience/KDPaine) is the main driver of the Conclave, and among those heading up subcommittees: Diane Lennox (SAS); Pauline Draper-Watts (EdelmanBerland); Richard Bagnall (Gorkana); Eve Stevens (Waggoner Edstrom); Philip Sheldrake (Euler Partners); Brad Fay (Keller Fay, Sean Williams (Communications Ammo) and John Lovett (Web Analytics Demystified), as well as Jeffrey.

Both sites are now “open for comment,” after which time, the suggested standards will become official. So, if you have any strong opinions, you’d best go to these sites and weigh in quickly!

 

 

 

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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