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Internet Advertising Bureau creates social media measurement guide

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By The Drum Team, Editorial

February 14, 2011 | 2 min read

The Internet Advertising Bureau has launched a guide to social media measurement for brands and agencies.

The IBA's new guide was put together by the group's Social Media Council – a collaboration of the COI, Outside Line, TMW, We are Social, Market Sentinel and NMIncite groups.

The IAB have launched the guide to help advertisers better understand and measure social media activity. The full guide includes case studies from First Direct and Unruly Media and offers tips on buzz monitoring, attainable KPI's and community engagement.

Mairi Clark, head of the council, said the report would ensure advertisers “get maximum benefit from what can be a fulfilling and profitable channel”, whilst advising them on the possible pitfalls.

The handbook is publicly available at the IAB’s website.

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