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BizReport : Social Marketing : May 06, 2009

IAB releases standard definitions for social media metrics

In an attempt to bring consistency to the measurement of social media campaigns, the Interactive Advertising Bureau has released a document detailing social media metrics and definitions.

by Helen Leggatt

iab black and red logo.jpgNot only has social media changed the way consumers interact with and experience brands, it has also changed the way marketers look at performance metrics. While traditional campaigns track primary distribution and response, social media needs to take into account additional interactions as users share, create and engage with new forms of advertising content.

To help marketers reach consumers and measure that reach effectively, the IAB has this week released a free document containing key social media definitions and metrics.

"The terms and metrics we've laid out in this document will help marketers better understand the true ROI of participatory communication," said Jeremy Fain, vice president of industry services at the IAB.

The document (.pdf), entitled "Social Media Ad Metrics Definitions", breaks the social media landscape down into three main categories under which various metrics are defined such as:

- General Social Media Sites: unique visitor, cost per unique visitor, page views, return visits, time spent, etc.

- Blogs: conversation reach, number of conversation relevant sites, content, freshness, relevance.

- Widgets & Social Media Applications: number of installs, number of active users, longevity, user profiles.

Tags: applications, blogs, campaign measurement, IAB, Interactive Advertising Bureau, metrics, social media definitions, social media sites, widgets

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