Following the first meeting of the CIPR's Social Media Panel, the Institute has set up an expert social media measurement group that will review and update the Institute's policy guidance. Led by social analytics expert Philip Sheldrake, a member of the CIPR's Social Media Panel and author of the "The Social Web Analytics eBook", the group will look at issues such as quantification of influence, engagement and conversation quality, and best practice approaches to relating campaign results back to business outcomes.
Philip Sheldrake says:
The social media measurement market is developing fast and there are a plethora of tools claiming to help public relations practitioners measure influence. Some of these tools have potential, whilst others are based on unclear methodologies. Our goal is to work with some of the best analytics and measurement experts out there to help practitioners navigate through this rapidly developing area and to input, where we can, into the development of new tools. I'm particularly delighted that Katie Delahaye Paine and Marshall Sponder have agreed to be special advisors, making our group an international affair.
CIPR President Jay O'Connor comments:
This group is a direct output from the first meeting of our Social Media Panel into which it reports. Rapid developments in measurement and evaluation require expertise to help our members and the profession understand what tools are out there and what approaches work best. We are looking forward to the output.
The new measurement group consists of:
- Marcus Gault, Precise
- Luke Brynley-Jones, Our Social Times
- Adam Paulisick, The Nielsen Company (BuzzMetrics)
- Giles Palmer, Brandwatch
- Marshall Manson, Edelman
- Paul Armstrong, Kindred
- Philip Sheldrake, Influence Crowd
and special advisors:
- Katie Delahaye Paine, KD Paine & Partners
- Marshall Sponder, the 'Web Metrics Guru'
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