, senior PR and marketing manager and head of social media council, IAB
This week we launched the IAB framework for social media measurement. Hopefully you’ve seen some of the coverage and the full presentation with all the details, but I thought I’d take some time just to give you a bit more background about why we came up with it, and what we hope having such a framework will achieve.
Why the IAB framework?
First and foremost the strength of the framework lies in its simplicity and memorability – a deliberate tactic to encourage wider adoption within the industry. Of course a lot of experienced practitioners have robust methodologies already in place to measure social, and we fully recognise that these are making a lot of clients very happy the world over! Our aim has never been to suggest the industry is measuring it in the wrong way, but rather in an inconsistent way across the board, which makes it difficult to compare or for the industry to grow as a whole. Read more…