Three leading communications groups have announced they are having a go. They are forming a coalition to “define, develop and promote industry-leading standards for social media measurement”.
After a series of initiatives and conference discussions held over the past 16 months in Barcelona, Portsmouth, London, Miami, Lisbon and Philadelphia, the new coalition will combine communications research & measurement consultants from the International Association for Measurement and Evaluation of Communication (AMEC), the Council of PR Firms (CPRF) and the Institute for Public Relations (IPR).
“Clients and agencies are hungry for expert guidance to navigate the changing media landscape, and they deserve guidance that’s based on sound social science, proven practices and openly available methodologies,” said the coalition Chairman, Tim Marklein.
“Too many of the social media measurement options available today are based on proprietary tools and methods that can’t be easily replicated across brands, campaigns and organizations. As a coalition, we intend to map out a path to standards that address key social media measurement challenges, including content sourcing, influence, sentiment, engagement and ROI among others.”
The coalition is starting off with a PR industry consultation, that will include a Social Media Measurement “conclave” with nearly a dozen marketing, research, communications and advertising associations in New Hampshire, USA later this month, and then AMEC is running “The Big Ask” social media measurement conference in London on 17 Nov, when it aims to ask PR and media intelligence professionals what they want to see as part of the new global standards.
What does this mean for travel bloggers?
Well, nothing practical right now. They are still at the talking-about-how-they-talk-about-having-talks stage. Keep doing what you are doing – writing fresh & interesting posts, establishing yourself as a centre of authority in your subject area, and engaging with your audience across as many social media platforms as you feel comfortable with. Let the PRs catch up with you.
But, do take it as yet another sign that social media, and blogging in particular, is being taken increasingly seriously by businesses and marketing organisations. If they are this keen to measure us, they must want to buy what we do.