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Article: IAB UK Social Media Council to define ad metrics.(Brief article)
- Article from:
- New Media Age
- Article date:
- June 4, 2009
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The IAB UK Social Media Council is to release a white paper defining social media advertising metrics in a bid to encourage advertisers to integrate social media into more campaigns.
The moves follows the US IAB's release of a similar document in May, called Social Media Ad Metrix Definitions. The UK Social Media Council plans to build on the US document and will focus on explaining why measurement is important and why different metrics will meet the objections of the brand.
Amy Kean, chair of the IAB UK social media council, said, "In the US document there's a lack of explanation about why social media is important and how it can meet campaign ...