Social Media Metrics Definitions Final Report

Social Media Metrics Definitions Final Report - Social...

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Social Media Ad Metrics Definitions Released May 2009
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Social Media Metrics Definitions © 2009 Interactive Advertising Bureau - 1 - These Definitions have been developed by the IAB User-Generated Content & Social Media Committee. The User-Generated Content & Social Media Committee of the IAB is comprised of over 150 member companies dedicated to helping develop and expand the user-generated content space as a viable advertising platform . The committee works to educate marketers and agencies on the strength of user-generated content & social media as a marketing vehicle. A full list of Committee member companies can be found at: http://www.iab.net/member_center/councils_committees_working_groups/committees/user_ generated_content_social_media_committee This document can be found on the IAB Web site at: http://www.iab.net/ugc_metrics_definitions IAB Contact Information: Ryan Walker Manager of Industry Services, IAB 212-380-4731 ryan@iab.net
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Social Media Metrics Definitions © 2009 Interactive Advertising Bureau - 2 - Table of Contents Introduction 3 Category Overview 4 Social Media Sites 4 Blogs 4 Widgets & Social Apps 5 Reporting Metrics 6 General Social Media Metrics 6 Blog Metrics 7 Widget & App Metrics 10
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Social Media Metrics Definitions © 2009 Interactive Advertising Bureau - 3 - Introduction This document specifies standard definitions for Social Media Metrics. With the rapid growth seen in the Social Media space in recent years, many publishers and vendors are offering supplemental performance metrics to their clients as additional ways of gauging ad effectiveness. This document defines these supplemental metrics in more detail in an effort to stimulate growth by making the reporting of metrics for agencies and advertisers across multiple media partners more consistent. The IAB hopes that all players in the Social Media space will coalesce around these metrics to encourage growth through consistency. Social media speaks to a new way of understanding how individual users are interacting with branded content via online publishers, social networks, blogs, and applications. Before the proliferation of social media, the primary way for users to receive advertiser information was one-way. Social Media has changed the paradigm of how people consume online media. The most profound difference is that Social Media has added a participatory element where an individual not only receives information but has the ability to take part in the creation and distribution of content. Furthermore, social media tools have enabled a dialogue and discovery around this content. It is the combination of these unique and appealing aspects that defines the true value of social media. Value is derived not only from the primary distribution of branded content but also the
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Social Media Metrics Definitions Final Report - Social...

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