New social media framework developed

A new framework on how brands should best go about planning, implementing and measuring social media projects has been published.
The Internet Advertising Bureau´s Social Media Council (IAB) has developed the ´I A B´ framework to help advertisers and agencies "better digest the complexities of social media measurement".

The ´I A B´ process suggests brands should first be clear on the intent (I) and objective behind any social media activity using key performance indicators (KPIs).

Brands should then use awareness, appreciation, action and advocacy (A) as the four key areas to which KPIs should be set.

Finally, create benchmarks (B), the council says. Develop a sense of achievable success based on your own activity and the activity of your competitors.

The framework is part of a wider strategy to implement standardisation and achieve clarity over social media practices.

Tony Effik, chair of the Social Media Council, said: "For the social media industry to grow significantly, we need to begin talking in a common language and working to demystify some of the processes involved for advertisers and agencies.

"Whilst as an industry we have not yet found that golden metric that can prove social media ROI across the board, we’re taking massive steps in bringing greater clarity, structure and standardisation to social media measurement."

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