IAB Launches Social Media Framework

The IAB is a leading industry organization for marketers and they have recently offered an official POV on social success.  As social media become less of a flashy, fun tactic and is held more accountable, it's very reassuring to see that industry leaders are starting to take leadership on this subject of social success.  

• Internet Advertising Bureau’s Social Media Council (IAB SMC) launched a social media measurement framework in the UK
• The framework plays on the letters “I,” “A,” and “B” to stand for Intent, Appreciation, Action, advocacy, and benchmark
• Intent – all social media activity should be pre-empted by a set of objectives to help determine which KPIs are measured
• Awareness, appreciation, action, and advocacy – all KPIs should surround these four attributes of social media campaigns
• Benchmark – all activity should be based on the identified target, gleaned from competitor and industry data

What’s in it for Marketers:

1. Consider starting all social media tactics with “I,” “A,” and “B” in mind, beginning with benchmarks from case studies and industry best practices to determine the best objectives for the campaigns
2. Explore the different lifts due to social media and how it relates to awareness, appreciation, action, and advocacy to help determine the best set of KPIs to help determine success

 

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